Companies should monitor what people say about them online -- but shouldn't feel obligated to reply to each and every mention of their brand, argues Matt Rhodes. It's important to treat complaints and comments that come in through Facebook and Twitter in much the same way that you'd treat them if they came in through regular channels, Rhodes writes. "The key is not to feel that every mention needs to be responded to. In fact in most cases mentions of your brand online do not merit a response," he adds.

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