For business, the rising popularity of Facebook, Twitter, and other social media Web sites presents a tantalizing opportunity. As millions of people flock to these online services to chat, flirt, swap photos, and network, companies have the chance to tune in to billions of digital conversations. They can pitch a product, listen to customer feedback, or ask for ideas. If they work it right, customers might even produce companies' advertising for them and trade the ads with friends for free. Starbucks, Dell, and Ford Motor have all testified to the magic social media can create. But the same tools carry risks. Employees encouraged to tap social networking sites can fritter away hours, or worse. They can spill company secrets or harm corporate relationships by denigrating partners. What's more, with one misstep, one clumsyrnentree, companies can quickly find themselves victims of the forces they were trying to master. Thousands of bloggers at -tacked Motrin last year because of an advertisement from the Johnson & Johnson brand they found demeaning to mothers.
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