What happens when the owner of a small firm, who also happens to run the social channels, replies to a complaint on social media with a curt reply? And what if the conversation descends into an argument about the CEO's tone? Hint: nothing good. That's what writer Liz Greene of the Digital Marketing Institute watched in real time as it unfolded. The story ends with a social post from an industry organization: "We advise our 15,000 members to not purchase from this company #poorservice" In the fir...