Just as brands are becoming comfortable enough with a conversational or directly interactive approach to marketing, they’re also running headlong into a major problem with the new frontier of social marketing – the lack of filters.
Brands that have spent many years and many millions of dollars polishing their image are now having to address what they might call “unseemly” commentary left by users. 
His very valid opinion on hair styles aside, commentary like a Robert A. left on AXE’s Facebook page, “Well derek if u want to fuck a girl i dont think you should have her disapproval of your hair and some peoples hair looks retarded” presents a fundamental challenge to brands – how does one encourage interaction and engagement without distributing brand-tarnishing content to hundreds of thousands of fans?
This situation is often made even worse by uncontrolled or unauthorized branded pages, public profiles, or (micro)blogging accounts. There’s no real way for a consumer to know if they’re dealing with a company’s legitimate representative, and for substantial number of brands the leading social media presence for their company is controlled by a 3rd party. The shoe / fashion house PUMA has more than 750 thousand fans on Facebook. It’s also sending out messages wishing people a happy Mothers Day in March and telling fans that it “luvs u too 
”. Not a major problem, but probably not the image PUMA wants to project.
The solution is fairly simple – take over your presence (most social media companies have a system in place for brands to reclaim their names) and monitor that presence for content you wouldn’t want associated with your brand. Need help with it? Call us.
