What should brands do when their reputations are taking a beating in front of millions of eyes on the world's largest social network?

If they're smart, they won't go the way of Nestle, which chose sarcasm and silence on its Facebook Wall in confronting an attack from Greenpeace last year.

Instead, brands will follow the lead of companies like Capri Sun, which responded to a... [read more]

What should brands do when their reputations are taking a beating in front of millions of eyes on the world's largest social network?

If they're smart, they won't go the way of Nestle, which chose sarcasm and silence on its Facebook Wall in confronting an attack from Greenpeace last year.

Instead, brands will follow the lead of companies like Capri Sun, which responded to a major customer complaint by regularly sharing the facts and then truly listening to their fans, ultimately averting a crisis.

From discussions on striking the right tone, moderating fan comments, and planning content, our panelists will share stories and best practices that demonstrate how brand marketers can answer and engage their Facebook critics.