A while ago I wrote a blog post on Wal-Mart and its failed social networking endeavours. Many comments I’ve received regarding that post pointed out that Wal-Mart, in general, is not a very well liked brand. Therefore, regardless of what they do, they would never succeed in that type of open environment.

Although I understand that point and agree with it to a certain extent, I do not believe that it’s impossible for companies who don’t have the best reputation offline to do well in an online environment such as social networking. Through my research I’ve come across a surprising example of one company that has done incredibly well online; a company whose success is quite unexpected.
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