A lot of brands are unsure exactly how to respond to the social media phenomenon. Jeremiah Owyang of Forrester Research even has a list of brands that have got punk'd by social media.
But every once in awhile, someone gets it right. Take EA Sports for example. Some punk kid thought he found a glitch in Tiger Woods 09 that shows the golfer walking on water. EA responded with a clip of their own.
Turns out Tiger can walk on water (see below.)
Here's to more brands not only listening, but joining in on the conversation when they have something valuable to add.
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