Social Media has opened new opportunities for consumers to express their views on a brand, and has given brands the option to either learn and respond to the opinions of consumers, or to potentially see their brand value eroded through this new medium. Firms should see social media as an opportunity; blogs and consumer feedback sites give insight into what people are saying – which gives companies the opportunity to learn what customers are thinking, and even to respond to emerging issues immediately and personally when appropriate.

Social media has facilitated changes in the relationship between firms and their consumers in areas such as connectedness of consumers, the immediacy, intensity and reach of consumer feedback and in firms' requirements for monitoring and responding to consumer opinions. However, Social Media is still a form of media, and is developed in the context of media. In other words, social media is part of a feedback system. Social media increasingly influences firms’ approach to PR and Marketing, and provides seeds for conventional media reporting. Yet, bloggers are media consumers as much as they are producers, so social media is still a two way street, with bloggers still influenced by and responsive to PR, Marketing and conventional media reporting as well as other blogs, and with social media as but one component of the overall media landscape that can shape a firm’s reputation.

Managers who are responsible for managing a firm’s social media strategy have several options for dealing with social media commentary about the brand, and all are valid under different circumstances. One thing is common amongst all options – the first step in knowing how to respond is to understand how impactful a particular thread may be to the brand. Sometimes, from a reputation impact standpoint, the best response is no response - but managers need the correct insights to know when this is the case. And when a response is required, it must include both the appropriate words, and an ability and willingness to put the firm’s action behind whatever words are required.