A lot of businesses are trying to make heads or tails out of social media and how to use it, especially the micro-blogging site Twitter. While a company may not be able to direct the stream to where it wants it to go, being aware of how it can positively or negatively impact your brands, products, corporate image, etc. is becoming increasingly important. Case in point: summer movies.

A few summer films expected to be hits were panned by early audiences leading to consumers shunning the films later that weekend. It appears that Bruno suffered from a rather acute form negative word of mouth catching fire. This past weekend, however, a success story was in the works as Quentin Tarantino’s Inglorious Basterds actually picked up steam from Twitter, despite mixed initial reviews from traditional news sources and critics.Twitter Search

I know I’ve said this before, but it’s another great example of the conversation taking place independent of traditional media or the intent of marketing managers. Consumers are discussing everything from products to brands to customer service. Knowing what they’re saying is becoming increasingly important to keeping them satisfied.