has an article today talking about the ripple effect of social media sites (blogs, Twitter, Facebook, etc.) and how they amplify coverage and exposure. In particular, the article discusses recent recalls and how once mainstream media covers the story, the “second wave” comes from social media. Bernhard Warner, “the who is editorial director for the consultancy Social Media Influence, says that all companies should fear the #recall hashtag on Twitter.

Warner also advocates for the presence of companies on these “forums” which they are discussed. Warner said, “many major brands should be applauded for building vast communities of followers in these social-media channels. But it makes no sense to use these forums only to talk about new brand launches, marketing campaigns or product giveaways. These are your most supportive fans congregating daily. Level with them. They’ll appreciate, nay, expect, the candor.”