The instant feedback loop that makes social media so exciting for companies is also the channel's biggest challenge for marketers. For every brand with a viral real-time marketing tweet like Oreo dunking in the dark, the world watches a brand's reputation swirl down the drain in a Facebook comment thread, like the restaurateurs featured on Kitchen Nightmares earlier this summer.
Social media is a fast-moving target that businesses can no longer afford to overlook. Don't let a fear of knowing what to say or "correct" ways to use social media correctly prevent you from participating. Listening to what others are saying about you in social media can be as valuable as creating unique content.