By Kwasi Fraser

The social web continues to enable individuals, business leaders, and government officials to freely exchange thoughts, ideas, and opinions on a multitude of topics. I term it the “Voice of Humanity Online.” The comments and user generated content within the social web sphere range from socio- economic issues to discussions about products, services, and brands.

A single social media comment or user generated content that is well placed can turn viral and be a detriment or the ultimate praise for a company. An example of such content turning viral was the YouTube posting of a worker at a fast food chain taking a bath in the kitchen sink.

Without any doubt, that posting had some measureable impact on brand perception and sales. For this reason, I believe more companies need to utilize and incorporate social media monitoring, and consulting services into their ERM strategies. With this added dimension to ERM strategies, companies will be better positioned to evaluate the merits, risks and other aspects of comments and user generated content about thier brand, product, and service that are published on the social web.