The beauty of social media is that the people have control. However, they can make an issue out of a non-issue. It is important that everyone has all the information, not just one side of the story. Be aware of social media. One goal for a successful company is to show the company brand is un-damaged. Utililizing reputation managers on-line decreases the visibility of any potential attacks via social media. Developing engaging content around your specific product or area of expertise is crucial to combating an un-informed complaint. “Trust is built on reputation.” (Beal, Strauss Radically Transparent Indianapolis: Wiley publishing, 2008).