Before there was experimental data to support various contentions, it made perfect sense to believe that the likes and endorsements posted to friends on social media would drive more business. After all, didn’t we all subscribe to the idea that a disgruntled customer would tell many more people about a brand’s shortcomings than a happy customer would sing its praises? Didn’t we all accept that a social megaphone could be a brand disaster if not handled properly?
Yes, and yes, we did all that. It’s not wrong, at least not totally.