Kathleen Wade Posted 10 months ago How might we use social networks to facilitate a short-term boycott on a company or product that creates positive community pressures? Before it was social media - it was mass media. Spreading the word. As we globalize, the ability to spread the word has eased, the desire to reach out and touch someone has increased and both anonymous and signed declarations for and against ideas and entities has shifted. Angie's List is an example of how to boycott or endorse an entity without touching it. The combined efforts, can reach the heart and soul of companies who listen. Those who don't may crash and burn. The downside of group participation, as with Angies List, is you have no proof that what people are complaining about is true - or not. The consumer can use it to improve a company or just to eliminate the competition. The anonymity of social media has given us abilities that out distance responsibility. Veiled threats and the inability of being held responsible for slander I think often cause companies to not react to the use of these options. A good impact can be offset by lasting messages that were fixed but never erased. As people, we love to complain, but going back and saying great - they fixed it - that is much harder to remember.