It is an accepted fact of today’s business world that the strong social media presence of consumers can highlight and magnify brand weaknesses. It is now up to brand managers to figure out how to incorporate this public and real time forum of their consumers into the brand strategy in a positive way. This may be an easy task for some companies, those that have regular positive enforcement in the social media conversations of consumers, but what about the negative conversations that occur? Can a company known for bad customer service survive in today’s world where the consumers have so much power?