How can I use social media marketing to take control of my brand online?

Because of social media, taking “ownership” of your brand is no longer possible. People will talk about you online whether you’re in the conversation or not, and there’s no way for you to “control” what they say. What you can do, though, is participate in those discussions and influence them by being a part of them. From bad Yelp reviews to consumer complaints on Twitter, the best approach to shape your audience’s image of your brand is to join in the conversation and lead it in the direction you want.