As people, companies and brands dive into social media, one thing becomes increasingly clear: social media will force you to answer the tough questions.

• Does your product have a defect? Social media will making clear.
• Afraid of an employee tweeting, even personally? Maybe you should examine their employment.
• Don’t trust your employees to use social media responsibly? Examine the freedom you give your employees.
• Is your product too expensive? People will tell you.
• Is your product the wrong color? You’ll know.
• Are paid surveys giving you different results than a service like Yelp? Go with the social media review - it will usually be the most accurate.
• Is your competitor dominating the social media marketplace? Time to step it up.
• As we’ve worked with clients, all of these questions have come up. They aren’t easy, but they are critical to address.

Ultimately, social media will create a better experience for everyone - employees, employers, producers and consumers - it just might be a bumpy ride.