A better deal is always a click away, and when a product or service isn??t in alignment with expectations, buyers are quick to amplify their grievances online to all who will listen. "Sometimes it seems that social media acts as a global megaphone for disgruntled customers, drowning out a company??s positive track record even when the critics are exceptions rather than the rule." Here is an article with useful tips on how to manage brands on social media, building trust and momentum, such as creating a shared culture that represents the brand through dialogue, engagement, and moderation. http://m.huffpost.com/us/entry/social-media-branding_b_3942025.html