Social media is a double-edged sword, and in 2011 more and more businesses will see the up-side and down-side of social media. In fact, social media is both risky and risqué, it's both dangerous and sexy. It's crucial to have a social media presence, so that if and when a crisis happens, you can respond. Think of BP, Nestle's and Tiger Woods social media debacles. Brands can both be built and demolished on social media. Therefore it is incredibly important that brands focus on earning positive social media by engaging in a social fashion with their clients, fans and detractors. You cannot only focus on media that you own such as your website, but you also need to 'earn' media such as a twitter following, facebook fans, and be active on industry forums (fora).
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