When it is discovered that there is detrimental content online about one’s own company, the traditional approach would be to sit back and wait for the wave of complaints to stop. Today, with the ease of spreading information, that is not the ideal approach. Instead, joining in the conversation may be the best route you can take. In the past, consumers would simply read inn print media and what they watched on commercials without reacting. Consumers had a limited option upon which to give feedback to the message providers. This is called a monologue. This old way of communicating has changed. The Internet has facilitated tow-way conversation. Conversation about product is happening online regardless of whether or not you participating in them.