With social networking so all-pervasive, your business reputation can be hit for six without you knowing if you don't get involved. See it as a conversation - you can't control what's being said, but you can influence and inform the debate. Gerry McCusker, of Engage ORM, says authenticity is important and - with more technological advances on the way all the time - social media's not going to go away. But don't leap onto Facebook or Twitter unthinkingly - not everyone's a great communicator and it's worth thinking about what you want to get from social media and what risks are attached to it. If you're not sure, seek help.
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