The different ways in which broadband internet users can connect with each other through social networking sites is improving the quality of their service.
This has been suggested by Be Broadband managing director, Felix Geyr, who explained that customers now have more of an online platform from which to air their views.
Writing in the Independent, Mr Geyr explained that it is now up to broadband providers to meet their expectations if they are to avoid complaints.
"People have become comfortable with the range of online tools available to them, meaning that they are exploring new ways of interacting with the environment that surround them," he highlighted.
"For broadband providers, this means that they have to provide the level of service promised to their customers, or risk facing a backlash on the social networks and public forums."
Be has targeted much of its marketing at the UK's gaming population, including the sponsorship of the Heaven Media Game Zone at the upcoming Gadget Show Live.