Every Business guru under the sun is currently extolling the virtues of social media. Even Lord Sugar is a Twitter addict. But what do you do if it goes wrong? What happens whena dissatisfied customer starts complaining ‘loudly’ online? What happens when you build a brand de-vangelist who just doesn’t like what you stand for? In this article we will look at what happens when the social become unsocial!

In today’s world we are surrounded by brands of every shape, size and kind and they all use the secret rules of branding to get us to become interested in them, to learn to love them, to buy their goods and services, and even to become advocates for them – singing their praises to our friends and families.