Social networking sites offer avenues for you to grow closer to your customers. Some have become popular and effective online locations for corporate, as well as personal activities. Companies find that building communities around customer loyalty programs, fan cultivation and customer service all benefit from an active, well-publicised social networking presence.
As with any site that relies largely on user-generated content, these sites can provide opportunities for bad actors to abuse intellectual property and hijack brands. These threats are not always caused by those trying to harm your company, and in fact they can be the unintentional damage caused by your best and most loyal customers and fans.
