The mantra of the social media freight train and all of it's experts and consultants is: The customers are talking about you, shouldn't you listen and engage?
This question has sent businesses of all sizes scurrying to blog, to get a Facebook page, to get on Twitter, and to add staff and overhead to 'monitor the conversations and engage the customer'. We're all concerned about the power of one. That one angry customer with a big social media megaphone.