If you ever needed evidence of the power of social tools on the net to influence your brands, look at what is happening currently to the Wyeth S26 baby formula.
Greenpeace did a couple of tests that indicated there may be genetically modified ingredients in S26, a news program picked up on the tests, and overnight, the “twittersphere” is overrun with negative comments, and I am sure health Minister Nicola Roxons in-box is full.
Wyeth is yet to respond, at least as far as I have seen. Only 24 hours, and the damage to S26, a brand that has taken 25 years to build, has been trashed. If you have not got contingency plans in place to counter this when it happens to you, I think you are mad!