There is much confusion and talk about the control of social media in an organization when there is no defined department to do so. There cannot be a single statement about it as the role of social media for different brands is unique. It depends on how active the brand is on the social media as well as the ratio of target market that follows them over there. There are many people who follow their favorite brands but not all companies are making it their prime interest and their social media appearance has little or no impact on their reputation. There are some examples where one small statement over twitter made the company see the worst reaction. The most recent example of this ‘problem’ is Kenneth Cole. Their new collection was out and they were eager to tell other about it. What they did ended up in a real disaster as they sent a senseless and highly inappropriate tweet. What they said is: Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online –KC This is what they in point of fact said and the only reason that seems to be behind such a careless tweet is that they were making an effort to take advantage of on a hot trending topic. While saying this, they totally underestimated the seriousness of the.