Inside 4 Companies Facebook and Twitter Strategies

The customer may always be right (even when he's not). Now he's also in your face, thanks to social media.

On Oct. 6, the clothing store Gap ( GPS) surprised the Web with a new corporate logo and was immediately deluged by thousands of comments-nearly all complaints-on Facebook, Twitter, various blogs and other sites.

The logo-round black letters on a grainy white background-"blows," someone wrote. "Incredibly cheap looking." "Hideous." Some Gap fans took to calling each other names, like "sissy." Others made the kind of pronouncement that causes every marketer to shudder: "I'm never shopping there again if you proceed with the logo change."

The customer may always be right (even when he's not). Now he's also in your face, thanks to social media.

On Oct. 6, the clothing store Gap ( GPS) surprised the Web with a new corporate logo and was immediately deluged by thousands of comments-nearly all complaints-on Facebook, Twitter, various blogs and other sites.

The logo-round black letters on a grainy white background-"blows," someone wrote. "Incredibly cheap looking." "Hideous." Some Gap fans took to calling each other names, like "sissy." Others made the kind of pronouncement that causes every marketer to shudder: "I'm never shopping there again if you proceed with the logo change."

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