In the past, when ordinary people wanted to make themselves heard, the most they could do was to send a letter to the press and hope that the editor will decide to print it in the newspaper.

But now, with the proliferation of blogs, forums, and websites like AsiaOne and STOMP, regular folks are given more avenues to air their observations, gripes, and grievances.

With the speed in which information spreads through the Internet, a simple comment about wet floors, train disruptions, needles in noodles, inconsiderate passengers and the like can generate hundreds of posts reacting to that topic. Heated discussions and reactions can take place - all in cyberspace.

Cyberspace or not, however, damage to a company's reputation can definitely be done and is most certainly real. This is particularly true in instances where companies refuse to give a response, or take too long a time to reply.

One example of this is transport organisation Comfort Delgro, which has received a lot of feedback from the public about its service through STOMP. From poorly maintained buses to rude cabbies, Comfort Delgro has just one reply: "As a policy, we do not respond to online forums and papers."

A PR executive who declined to be named said, "In the case of Comfort Delgro, they could at least have acknowledged that the individual's feedback was noted, but also encourage the member of the public to lodge their complaint through 'official channels'."

He adds: "Forums and online blogs may be an informal communication tool, but the feedback there is an indication of the public's perception of the client's organization."

In her article, 'Break your silence', STOMP editor Serene Siew says, "For companies which give 'non-replies' or drag their feet in answering queries; people who raise these issues are neither satisfied nor appeased."

So how can companies use this feedback and turn it around to their advantage?

Lena Soh-Ng, senior partner of PR firm Huntington Communications views online feedback as "a chance to set the record straight."

She told AsiaOne, "Negative feedback shows that the customer cares enough to write/blog/post it and therefore the response should indicate that the company is appreciative of the feedback."

"The company needs to investigate the complaint and revert on action taken. Sometimes, it is a matter that a process needs more careful tuning especially when people are part of the process. It is important to assure customers that the issues highlighted are being taken care of so that they can expect a level of service from the establishment."

Ms Soh-Ng further emphasizes that, "A response is not just read by the person making the complaint but also addresses the larger community that reads the website."

Speed is also of the essence. Feedback relayed through online platforms are posted in real time - and netizens expect instant replies as well.

Ms Soh-Ng says, "Companies should have an interim statement that they are looking into the matter whilst the complaint is being investigated. This validates the importance that the company attaches to their reputation. Ideally this response posting should be within a 12 hour working day, if not sooner."

Aaron Koh, a digital @wareness consultant at Eastwest Public Relation adds, "In the Web2.0 world, we also advise our clients to respond via the same medium where the comments were raised. For example, if it is via blog, we will advise our client to respond via posting the reply on his/her blog. If it is by Twitter, the best course of action is to respond via Twitter."

Companies should be mindful not to ignore feedback raised by members of the public. After all, it is this public that can make and break their business.

Ms Siew concludes, "The organisations and agencies who refuse to pay heed to the voice of the public should learn that their recalcitrance would backfire on them."