At this moment, the biggest issue that most brands seem to be facing with their online presence is definitely control. While everyone is more than ready to talk about online engagement, and all the major brand are very happy to promote themselves on yet another media channel, their attitude towards the response of customers is not always so positive.
There’s a huge inherent vice in this whole attitude: most brands haven’t understood that social media are not about doing the talking, they are (or at least they SHOULD be!) about listening. Brands simply want to use Facebook and Twitter as an amplification device to reach out to a younger,more tech-savvy, audience that is growing more and more immune to traditional types of advertising.