What is the alternative? One approach is to choose to not participate in parts or any of the online world. This may and probably will work for those that are established and have good traditional social networks (real life) and have a following of satisfied customers paired with a good reputation. However, this assumes that if you are not part of the social media, then you won’t be part of the discussion. Perhaps, it does reduce your involvment in the dicussion, but it certainly doesn’t eliminate it. Further, are you giving up the opportunity to be part of a dicussion that is occuring about you, somewhat directing or controlling it with or without you. [...]

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