James Sturdivant

Robert Rose cited several great examples of what not to do: There was Airbnb's disastrous attempt to squelch a blogger who had a bad experience with the apartment rental service and Pampers' refusal to budge on an outmodeled test marketing scheme that upset a host of mommy bloggers. Both of these companies, Rose said, "let the story write them." It's why companies should invest in people who can monitor social conversations around a brand and craft fast, effective responses to negative publicity.

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