<u>Three (there are more, of course) channels of the digital era that allow positive and neutral messages</u> (not exclusively, negative feedback is inevitable) are: 1. <u>Social media</u>: Definitely one of the most dynamic channels to leverage on to create awareness for positive and neutral messages related or not to products and services. 2. <u>Online Public Relations</u>: It is possible to create content that will be used for generating positive awareness and creating traffic through exposure in online Public Relations networks. 3. <u>Email:</u> Email is one of the most effective digital channels for delivering targeted and personalized messages, campaigns, surveys and newsletters.