Social media accountability is a two way street
Accountability has been a big by-product of social media going mainstream. Companies are now being held accountable for bad behaviour, shonky customer service and dubious ethics by the blogosphere, and by the visibility and search-ability of social conversations across social networks such as Twitter, Facebook and Friendfeed. The old, impenetrable castle walls of faceless, anonymous corporate brands are in the process of being dismantled by the dispersed people power of social networks. The PR spin doctors can no longer control the message.
On the whole, social media has built a culture of authenticity, transparency and trust. So what happens when anonymous bad behaviour is demonstrated by the blogosphere?
