Social networking has become hugely popular, with Facebook reaching 300 million unique visitors per month and Twitter hitting 32 million users. Consumers are increasingly gravitating towards social media platforms and trust peer opinions over other information sources. Savvy companies should encourage employees to engage authentically on social media to build their brand and help shape perceptions. While companies need enforceable social media guidelines, they should foster discussion and understand that being present in social conversations is important for brands. Marketers that have effectively engaged on social media, like KFC and Domino's during controversies, have seen benefits to being responsive to customers.