In today’s digital world, truth and rumors travel at lightning speed. People around the globe can potentially learn of some breaking news via social media networks much quicker than the traditional media outlets meant to deliver that same breaking news. This can be a great boon for business owners and entrepreneurs, especially if their product or services go viral; however, it can also lead to a ‘flash-in-the-pan’ effect that can spell disaster for certain companies that fail to manage their brand online, especially if the cause of that flash is not an exciting product-launch, but instead is a much-maligned advertisement or appalling man-made disaster.

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