Facebook Feels WOM Backlash
As Facebook.com now knows, WOM goes both ways. On Sept. 5, Facebook debuted a new feature on its popular social networking Web site: an RSS news feed that alerts members of changes to their friends' profiles. In response, scores of Facebook members have risen in protest, claiming the feeds publicize potentially embarrassing episodes in their lives. And while the information in the feeds was already public, according to Facebook, that hasn't stopped members from signing petitions and creating forums within and outside of Facebook in which to object.
Users' unexpected reaction is a reminder that WOM has a mind of its own; when you give your customers a voice, you must be ready to hear what they have to say.
