"If we don't understand our tools, then there is a danger we will become the tool of our tools. We think of ourselves as Google's customers, but really we're its products."

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Twenty years ago if you provided someone with horrible service, it may take weeks or even months for the word-of-mouth message to get out to 15-20 potential customers. Today, with social media, thousands of potential customers can learn about horrible service within hours, minutes or even seconds after it happens.

— Bill Capodagli