Ihateyourcompany.com

Very interesting article from the WSJ on how companies are handling user feedback online.

What should companies do?
Get involved in the conversation. Approach the consumer in an understanding, not angry, tone. You won't be able to buy up every negative domain or stop every comment, so the best thing you can do is be transparent. Approach the customer with open arms and see what you can do to help them.

Companies shouldn't fear the negative comment. They should embrace it. If people are worked up enough about your product to write negatively about it online, chances are they will be listening to you explain how you will right a wrong.

Managing Mistakes For Brand Control

Talk about good public relations. After a recent Ohio concert, famed singer Neil Diamond apologized for a disappointing performance due to a raspy voice caused by acute laryngitis. Instead of leaving a bad taste in his fans mouth, Diamond responded, "I haven't let you down before and I won't let you down now" offering a ticket refund to anyone who requests it.

Now that's a good example of listening to your customers, interacting positively with whatever feedback you receive, and making a mistake right (even if the mistake would have been something hard to control) . How could marketing companies use this approach when trying to control brand image?