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There’s a vast expanse between the transactional moment when a consumer likes, friends, or follows a site and the instant that same consumer becomes a brand evangelist, entering into a state of emotional commitment. The former isn’t difficult to achieve; observe how many sites have hundreds of thousands of friends, very few of whom feel any real passion for the brand, or would go out of their way to recommend it to somehow (least of all defend it in a the social-media equivalent of a barroom brawl.) The latter is the bell-ringing marketing challenge of today. It’s not surprising that there isn’t more deep-down devotion among the millions of superficial friends and followers.

Whether you’re digging your way out of a negative PR avalanche or simply need to scrub a less-than-squeaky-clean outburst, here are tips from branding experts on how to handle public outrage with grace and style. So you torpedoed your brand

Sometimes little things make a big difference.

There is an old truism in the sales profession--people buy from people they like. The same goes for brands. Being “liked” is certainly not the only reason people buy your product or service, but it’s the foundation of a strong and lasting relationship and something that needs to be nurtured and developed

The foundation's recent public relations mess offers valuable takeaways for small businesses. Last week, we saw one of the country’s most well-known cancer research advocacy organizations, the Susan G. Komen for the Cure Foundation, go from being revered to reviled.

They were doing just fine before, but the biggest of minority owners of Facebook are about to be catapulted into a far more elite bracket. As we ponder what they'll do with with new millions (billions, for cofounder Eduardo Saverin), here's a look at what got them where they are today.

The private company behind the Super Bowl's official Social Media Command Center isn't just tweeting fans transit tips, they're monitoring social media for game-day threats by would-be terrorists. And Madonna

Before political campaigns were all over blogs, Meetup.com, YouTube, Twitter, and Facebook, there was USA.gov, cofounded by David Binetti in 2000. The site, which was the platform for the first ever webcast from the Oval Office, is now the U.S

Before political campaigns were all over blogs, Meetup.com, YouTube, Twitter, and Facebook, there was USA.gov, cofounded by David Binetti in 2000. The site, which was the platform for the first ever webcast from the Oval Office, is now the U.S. Government's official portal

We sifted through media coverage of Facebook's imminent IPO to bring you the mother of all news roundups. Get ready to ride the linked-up lightning. Now it's Facebook's turn to share.

We sifted through media coverage of Facebook's imminent IPO to bring you the mother of all news roundups. Get ready to ride the linked-up lightning. Now it's Facebook's turn to share

The best business story might not get noticed by the top publications, but there are plenty of other ways to get it published.

%excerpt% More: 21 Weird Details in Facebook IPO

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