Again and again stories pop up illustrating the incredible impact of social media. Recently, a woman tweeted a complaint about the unrealistic and undiversified mannequin model figures in the window of a store in Scotland. After generating a lot of attention in the online community, the tweet earned a response from the company and the removal of the mannequins from the store.

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Stories like this not only showcase the power of social media but also the necessity for brands to respond and interact with shoppers’ tweets and posts. What are the best ways for brands to respond to complaints made on social media? #MarsTalk