The authors of GROUNDSWELL argue that in a world of easy social sharing, the customer defines what a company's brand stands for, not the company.
Put another way, today the conversation about your brand is already going on in social media, with or without a company's permission or participation. Far from being in control of that conversation, most companies simply must decide whether or not to participate.
So in the real world of Reddit and Yelp, here is a vivid example of how to do everything wrong in managing criticism of your brand.
In May 2013, a couple who owns an Arizona restaurant goes deeper and deeper, in a highly public social media name-calling contest.
Buzzfeed: This is the Most Epic Brand Meltdown on Facebook Ever
And here, from ZDNET, a month later: 10 Social Media Lessons from Amy's Baking Company social media meltdown