Today, for many people the thought of that there was a time without Facebook, Twitter and Instagram seems like a long faded past. But besides Playing Pokémon Go and sharing holiday photos, social media has also altered the way companies do business. While in the past companies communicated through just a handful of channels with their customers – namely ads, customer service agents and in store – nowadays more and more activities take place via social media. Alone customer complaints, which traditionally have been provided confidentially through a letter, email or phone call, are no publicly influencing companies in their…