When a celebrity visits your town, some of his fans won’t be able to get tickets to the exclusive backstage VP experience. They’re annoyed. Around 1% are angry enough to share their thoughts on social channels or badmouth the celebrity for a while.

When Facebook changes its privacy settings or switches to timeline, the majority will like it or, at least go along with it. 1% will be asking to bring the old timeline back. They might start a dedicated Facebook group and voice their opinion.

Think about it: Whenever Ford delights 100, 000 people, they hear from 1,000 angry people who don’t like the change or the risk Ford took.

As a brand you have fans, loyalists and ambassadors. No matter what you do, you will disappoint one percent of them. It’s very likely that you’ll hear more from the angry 1% than from the happy 99%.

That’s why most of the social media uprisings are nothing to really worry about. (Except when they are based on errors or massive failures).

Brands have two ways to deal with the 1%: Stop innovating, fearing the 1%. Or moving ahead and delight the 99%. If you try to make everybody happy, all the time, you drive yourself crazy. And become mediocre. And boring.