Defeating the Dark Side of Social Media

I came across this article in Business Week, which I found interesting about social media and companies. Even though, social media has been around for many years now, companies are still struggling with the expanded reach of users-generating content. It seems that companies are always slower to catch up then consumers. While I was looking for inspiration for my project on user-generated content and tourism, I was really surprised how far behind some companies are. The companies seem to either do it poorly or just pretend it doesn't exist. Although, I think as social media increases more companies will be unable to ignore it.