a swelling public challenge to its reputation, brand, and community.Throughout the course of history, we've learned that all that's required to ignite anegative firestorm is a spark from a single voice or an organized congregation.
If a conversation takes place on the Web and you're not there to hear or see it,did it really happen?
More often than not, we miss the very things that provide insight into a futureresponse simply because we're not conditioned or trained to proactively discover and diffuse threats or negative experiences.Our weakness, however, is also our opportunity to manage and also respond toany potentially damaging or menacing public groundswell.Conversations related to your brand, company, executives, products, andcompetitors take place each and every day, without our knowledge and perhapsworse, without our participation.In the era of the Social Web, a story, and the ensuing public recruitment, rallying,and support, can rapidly spread unlike any crisis wildfire witnessed or experienced in previous generations.Social Media is pervasive. At the very least, it is transforming how wecommunicate with each other and also how we discover and share information.As the adoption of Social Tools and applications progresses from the left to theright of the bell curve, Social Media will simply coalesce back to "the Web." But,its migration, exploration, experimentation, and education will only contribute toits significance and resilience and ultimately change behavior and expand theinfrastructure for corporate communications in the process. Regardless of genre,the sum of all social channels today equate to a powerful, influential, and