BuzzMachine power blogger Jeff Jarvis offered his perspective on companies who want to get on board the online video train at the PaidContent mixer last week, but cautioned that companies need to change their approach to interacting with customers and recognize that the shoe is on the other foot so to speak.

New media is taking the old adage of ‘the customer is always right’ to new levels. Jeff cited a negative experience with Dell that he blogged about, and then other unhappy Dell customers joined the brouhaha and compelled Dell to respond. The transparency that new media creates in the hands of customers can be a death knell for companies, but it can also be an opportunity for companies to talk with their customers and build a new kind of relationship. Choose wisely.

— Kate Lyon

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