Courtesy of

Last summer, prominent blogger Jeff Jarvis used his site to complain about his buggy Dell computer and Dell’s subsequent unwillingness to live up to the terms of their warranty.  Jarvis’ posts led others to come forward with their own problems with Dell, and ultimately a sort of grassroots movement against Dell formed.  The situation hurt Dell’s brand.  (Read a great case study on the situation).

Well, the author of the popular Gaping Void blog, Hugh MacLeod, recently bought a new Tablet PC and was having serious problems getting the Wifi to work. He got frustrated and began to point the finger at Microsoft.  A Microsoft employee in Texas quickly got in touch with MacLeod and helped him fix the problem.  MacLeod is now a happy camper.  Crisis averted.

This is the way the world works now.  Companies that don’t recognize that are at a huge disadvantage.

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About the Author
Todd Zeigler
Todd Zeigler serves as the Brick Factory’s chief strategist and oversees the operations of the firm. In his sixteen year career in digital, he has planned and implemented campaigns for clients including the Pickens Plan, International Youth Foundation, Panthera, Edison Electric Institute, and the American Chemistry Council. Todd develops ambitious online advocacy programs, manages crises, implements online marketing strategies, and develops custom applications and software. He is bad at golf though.