There are products collecting public sentiment on the Web. There are technologies that aggregate comments. You can manage the chat with the software, which seems like a more effect way to manage your
brand and reputation.
Talk about branding. Did you see the Jet Blue video aimed at CEOs that can no longer take private planes?
A couple of takeaway messages: 1) We're not
sure if there is a difference between branding and direct response 2) Folks in online media need to be more experts that generalists.