smallbusiness.co.uk: Helping your business think big

The internet has led to a new breed of reviewer that has the power to communicate the pros and cons of your business to millions of people, it has been claimed.

According to BT, social sites 'have created the one thing that businesses should fear more than anything' which can 'kill' businesses - bad customer reviews littered accross the internet.

Caroline Waters, director of employment policy at the company, adds: 'Someone who doesn't have an investment but just loves the product is ten times more valuable than all of the millions of pounds of marketing that a company can buy.'

She says that the power of technology needs to be harnessed by businesses because it has the potential to 'influence massive communities'.

Waters says that the increasing invasion of technology into everyday life will 'fundamentally change' the way business operates.

Meanwhile, new legislation which came into force on Monday banned firms from writing false testimonials about their services on websites.

There are currently no comments on this article