Social Media Moderation

It is extremely important for companies not only to respond to product failures and customer complaints but even more importantly to monitor the social media platforms to see who is talking about your company and what are they actually saying. 
Pretty impressive social media awareness has to be credited to Gap who intervened to a violent activities towards their print ads in NY subway.
Quick social media response proves that the brand has much more to offer than just a conversational calendar. It actually means that the company cares what do people talk about.