This week’s readings focused on social networking platforms and the need to control your (or your company’s) online presence. The article, Rebooting the Antisocial Network, discusses the importance of leveraging the opportunities presented to organizations via internal and external social networking sites. For instance, businesses need to establish clear strategies for responding to comments posted by the general public. This notion brings to mind a Facebook page I recently came across for The Campbell’s Soup Company. Their page, “Campbell’s Condensed Soup”, has over 60,000 “likes” from Facebook users and provides an open forum for consumers to comment and ask questions about Campbell’s products. The team at Campbell’s responds to every posting on the site, both positive and negative. They thank the consumers for their feedback and they provide further information to address each comment. I think this is a remarkable example of how organizations can utilize their presence on public social networking sites to engage consumers and tackle their concerns. In addition, companies can use the feedback they receive on theses sites to better understand their customers’ needs and preferences.