Again and again, we see the largest corporations relegate social media. Here is why it is important not to do so. Yesterday morning, I read [this blog] by Matt Fisher. His sister was killed in a car wreck, the other driver was found negligent, and Progressive owed the family. Instead of paying up, they forced the family to take the negligent driver to civil court and then Progressive defended that driver. A gutsy (likely typical) move that the media would never find out about (before platforms like Tumblr and Twitter).
By the time I read it, the tumblr post was already at “critical mass” but not yet on Twitter or Facebook. After a few tweets about the subject matter from a group of 10 or 11 people, the blog by the mourning brother went everywhere.