The Internet has become a global vehicle to express opinions and share information. In this sense, the Web 2.0 phenomenon made the social Web, initiating an explosion in the number of Web users and the amount of available information. In this new scenario, collaboration with customers has emerged through ordinary use of Web 2.0 from both companies and clients alike. As a consequence of the endless opportunities of the social use of the Web, customers today have powerful tools to express their opinions and influence on business systems. Armed with new tools and dissatisfied with available choices, consumers want to interact with firms.