Chapter 16 of "Real-Time" explains the importance of social media allowing consumers to gain their voices again. This chapter expresses that customers have lost their voice somewhere along the way and they are just beginning to speak up for what they think and to share their ideas with a company. Sharing reviews of products is one of the most beneficial things a customer can do to help the company improve for the future.
Social media is a quick way for a company to see how its customers feel about a new product. The book uses an analogy of social media being like a huge town square, where people can gather and share their ideas.
In previous chapters, "Real-Time" talks about how companies often block employees from using social media at work, which is not necessarily the way to increase work and production. Consumers want to know what is going on and not allowing any use of social media is a good way to lose contact with customers. If an employee gets on their personal Facebook or Twitter and sees a post bashing their company, they can report it even if it is somehow missed by the team of analysts. Communications policies are important to maintain a balance between work and social interactions with customers.
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