Consumers rule the Web. Consider bloggers; they freely praise or pan products and services, and companies can’t stop it.

While errors and incidents were easily swept under the rug during past decades, the Internet has made it easy for consumers to share horror stories with the masses.

When complaints about ongoing no-shows and screw ups fell upon deaf ears, I felt compelled to share my story about Rogers Customer Service. Now, when someone types Rogers customer service into Google and friends, there’s a good chance they’ll read about the poor service.

Meanwhile, when I was looking for Kauai vacation rentals, I read some shining reviews. Objective feedback – good or bad — has vast influence.

These valuable bits of information shared by consumers around the world often tell the real stories as companies can’t embed their spin. But they can respond.

And if they don’t, it’s bad for the both the brand and the bottom line.