Social media has changed our world. From marketing to personal communication and even job hunting, social media opens a new realm of both benefits and dangers to individuals and brands. In the world of marketing, social media is at best an ally, and not a friend, warns Debbie Goodman-Bhyat, CEO at executive search firm Jack Hammer. She points out that most marketers are aware that they need to exercise caution regarding what is posted online about their brands, but that social media aggregators are a recent trend that allows for the collection of all content posted online by a particular person or brand. They do a total “sweep” of all content that exists online, some of which can be exceptionally damaging.

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