The web has made what used to be word of mouth among friends and family into a worldwide network of reviews, opinion and discussion around brands. If someone is searching for your product or service and they encounter a negative comment in the search results, the impact can be huge.

Social media is a growing concern for many of the organisations we encounter but most are somewhat lost and many are randomly setting up Twitter accounts in an attempt to keep up. But a Twitter account does not a social media strategy make.

Social media is a about conversation. It’s also about networks. But most of all its about people. A good social media strategy defines who you are going to engage with and how you are going to engage with them. Worship offers reputation monitoring and management services, outreach and engagement strategy and content creation services.

And don’t forget, jumping into social media without first defining a strategy and an objective can be risky.