Inside 4 Companies’ Facebook and Twitter Strategies

Capturing customer data and building communities on Facebook and Twitter isn’t easy. Learn how four CIOs are integrating social media with business data to draw more attention to their companies’ products and deliver better service.

Become An Insider

Sign up now and get FREE access to hundreds of Insider articles, guides, reviews, interviews, blogs, and other premium content. Learn more.

The customer may always be right (even when he’s not). Now he’s also in your face, thanks to social media.

On Oct. 6, the clothing store Gap surprised the Web with a new corporate logo and was immediately deluged by thousands of comments—nearly all complaints—on Facebook, Twitter, various blogs and other sites.

The logo—round black letters on a grainy white background—“blows,” someone wrote. “Incredibly cheap looking.” “Hideous.” Some Gap fans took to calling each other names, like “sissy.” Others made the kind of pronouncement that causes every marketer to shudder: “I’m never shopping there again if you proceed with the logo change.”

To continue reading this article register now