In addition, the online customer feedback about FirstGov is widely supportive: of roughly 700 messages received by FirstGov in its first week, the vast majority were both supportive of the site and excited about the opportunity to help make the site better through their comments.

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"In return we wanted to to give the fans a place to interact with their favourite artist through comments, podcasts, lots of photos etc, " he adds.

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In the Nestles incident, support grew to over a million people who participated in the campaign and voiced their opinions vociferously through blogs, tweets and comments.

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