There are no more secrets in the world, because of websites like WonderCafe and other social networking services that encourage more and more people to write and share articles, tweets and texts and photos. These basic social media tools have made the internet a very fertile landscape for both positive and negative ideas, and these transmittable notions can really affect a business's bottom line.

Complaints are infectious. Because such a large percentage of our society now has a voice, it’s easy to see why some high quality customer service websites have now appeared to capture and harness the raw emotional content that issues from all complainer's keypads.

Complaints websites put that good angry content right up front, and removes all barriers for the user to record it; indeed the best sites encourage the user to complain and make it dead easy to register for membership after they've lodged their complaint on the site.

Right after they snap, people need to vent, and good complaints are an art form. This type of user submitted content is rare and precious and very readable.

The best new complaints website also offers brand monitoring and market surveillance to corporations so they can respond in good time the potential threads from angry consumers. This provides a platform for big business to extinguish each customer's issues with fixes, data, coupons and rewards and that's a powerful, and relatively painless way to build brand reputation.