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“Ostrich, Tiger, or Gazelle: Which Approach Should a Manufacturer Take in Monitoring and Responding to Online Content?”

In-House Defense Quarterly Joshua B. Fleming

Below is an excerpt:

An emerging issue for product manufacturers, distributors, and

retailers is what to do about the plethora of information about

their products and brands available online.

Consumers and users are now posting about their every emotion, experience, and thought, which often involves Tweets, complaints on blogs, videos of their experiences with products, and other communications about a product’s performance, alleged defects, or unforeseen uses of the product.