Business Week: Web Attack - Nastiness online can erupt and go global overnight, and "no comment" doesn't cut it anymore. Here's how to cope

Excerpt:
"Companies such as Lenovo Group (LNVGY ), Southwest Airlines (LUV ), and Dell (DELL ) have specialists dedicated to engaging or co-opting their critics. Dell has made blogger outreach into such a discipline that the company's team, including refreshingly straight- talking blogger-in-chief Lionel Menchaca, recently sat down for drinks, nachos, and fried zucchini at an Austin (Tex.) pub with blogger Jeff Jarvis. He's the man who ignited the original Dell Hell customer-service crusade with his rants about the company. (Jarvis picked up his own tab.) "In a flash he transformed the borgish image of Dell for me," says Jarvis. That wasn't all. At Davos in January, Michael S. Dell sought out Jarvis at a cocktail party and apologized to him."

http://www.businessweek.com/magazine/content/07_16/b4030068.htm?campaign_id=rss_tech

Alex

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