All brands now realize the importance of a strong online presence, with the importance of the internet continuing to increase. Consumers have started to connect with brands in new ways, they now ‘like’ their pages, subscribe to their newsletters, follow them on twitter and talk about their products on their own networks and blogs. But consumers don’t merely want to listen to what to hear what brands have to say, they want to interact with them as well. Brands must therefore not only produce quality content, but also listen and respond to their fans. This can be very time consuming and is often done by people who aren’t really trained. Brands invest a huge amount in their online activities, but is it all worth it?