Consumer power

The use of the internet by consumers is something that has interested companies for a long time now. While it does work as a very effective mass media tool, it also creates an environment where businesses have to pay more attention to the individual. This is because people have as much reach and power over the web as companies do. If a person believes they have purchased a poor quality service or product, or that they have been treated unfairly, they can easily express their discontent to a large audience with the use of the internet. Whether through the use of facebook, twitter, or blogs, most people can get on the internet and express their opinions to followers who are sure to listen. For this reason, businesses are going to have to be more sensitive to each individual's needs