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Is social media doing more harm than good to online brand management?

 Is social media doing more harm than good to online brand management? Discuss.

Social media has enabled consumers “…to create content and amplify their voices, across the globe, to anyone willing to listen” (Labrecque et al. 2013, p.257). This implies a shift of control towards the consumers and significant changes in online brand management. According to Christodoulides (2009), in the digital era, “…the brand manager is no longer a ‘guardian’ of the brand but becomes more of a brand ‘host’”. Is social media doing more harm than good to online brand management? Discuss.Use this link as reference:

Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141-144.
Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257-269.

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