For corporations, social media can be a dual edge sword. While there is much excitement and potential from users who are ready and willing to engage with your brand, companies have to accept that they cannot contain the conversation. As a corporation, the best way to participate in social media is to be an ambassador for your brand and to provide avenues for constructive and positive interactions to take place. Whether it's by holding exciting contests, creating affinity groups or having fans have a voice in brand decisions, social media encourages participation and demands that users be heard.