In the blogosphere, however, a corporation’s next big critic could be anyone. He might be an angry customer or a disgruntled employeeâ€”though that sort of tie to the company is not essential; nor does he need lots of industry experience or lengthy credentials to be a threat. All a blogger really needs to devastate a company is a bit of information and plausibility, a complaint that catches the imagination and a knack for making others care about his gripe.
$100+ million in advertising and branding for one year can be nullified by the voice of a single blogger. Scary huh?