When you like a business page on Facebook or +1 it on Google+, there’s a good chance that many of your friends and family will see this endorsement on search engines and advertisements on the site. This is both a good and a bad thing for consumers. Businesses can either use it to their advantage or watch their brand fade into obscurity.
If ever there was an example of how challenging it is for businesses to operate in social media these days, Google’s recent Endorsement ads announcement and the backlash, demonstrates it.