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As someone on both sides of the social media world - brand and blogger - I am triple careful about this.  I don't like to jump on a twitter bandwagon just because everyone else in my stream is in an uproar about something.  I think it will ultimately dilute the power of the influence.  But, I am certainly all in when it's something I care about like the Komen situation.  As a brand I am incredibly sensitive to online criticism when I think it's honest, relevant and something we can act on.  But usually it's just someone with a gripe.  And they are always surprised when we respond with a dose of humor right back.  Fingers crossed we never encounter a wave of twitter rage. 

2 years, 11 months ago on Is It Time To Stop Listening to Social Media?