The larger your social media following, the greater your potential reach online. It's this statement that leads so many businesses to work to increase the number of fans and followers they have. Having a large social media following is only part of the equation though. The other part is making sure those followers are active; .

This is the expanded version of my talk at Startup Marketing School in NYC. You can learn more about the series here. In a world that seems to have gone social media crazy, it's important to not lose sight of the end goal. Businesses are built to acquire new customers and generate profits. It may .

Sooner or later, we all make mistakes. Who doesn't? It's something that happens to everyone. Eventually we all have our slipups, blunders, misunderstandings - or maybe even a full blown PR disaster. It can be mortifying, but it doesn't have to be - especially if you're prepared. credit: DoktorSpinn Social media has changed the game in terms of handling bad press or negative PR. It used to be that negative comments had limited reach in audience. But now,