It's interesting to think about how various companies use social media to their benefit (or disadvantage). People may tweet just about anything about your company and brand, and the way that companies choose to reply can either bring customers in or push them away. Events take place in real time, and choosing when and how to respond to the public is essential to your brand image. Cocal Cola's group director for digital content and strategy Neil Bedwell gives an interesting view about how it can sometimes be best not responding.
http://adage.com/article/digital/coke-s-neil-bedwell-hones-real-time-strategy-world-cup/244437/