In social media, negative comments and complaints can illuminate unknown brand flaws.

The answer is true. And since those are the kind of comments that incline to go viral. Paying attention is a significant because customers have faith in that if they say bad things about the brand and there are zero changes, they will express that the brand is insincere. Customers will take their commercial somewhere else.

Yes it is true that in social media, negative comments and complaints can illuminate unknown brand flaws. Social media it is any tool or service that uses the Internet to facilitate conversations, offer more one-to-one ways to meet consumers. the process of knowing and assessing what is being said about a company, individual, product, or brand; Negative comments and complaints are of particular importance, both because they can illuminate unknown brand flaws is Social media monitoring.