The iPhone 3GS
Brands engaging in the social media space must start learning these lessons, they need to understand that they need to respond quickly and coherently when dialogues start spiraling out of control – they need to be able to escalate the situation internally, and be able to deliver an outstanding response that will focus and guide consumers. O2′s efforts made it seem like their persona was some teenager in a basement who just switched on their computer when they felt like it. Far from being connected O2 showed just how distant they really are.
