To me, Social Media means collaboration.
For a music fan it can mean direct connection to their favourite artist, for an environmental charity it might provide a forum for alternative vision. The important thing to remember as a brand, business or organisation is that Social Media offers a unique opportunity to listen.
Most of us have always enjoyed expressing our opinion, it just so happens that a lot of us now do it online.
The power of influence has shifted towards the hands of the consumer and that can only really ever be a good thing.