I’ve often had a tendency to be impatient with consumer-facing companies who are reluctant to dip their toes into the ocean of the social web, taking the view that if as a brand, you’re already being talked about, like it or not, and a decision not to participate means you relinquish not only control but the ability to respond or learn.

However, my experience of effectively putting myself in exactly that position gave me a new appreciation for the fact that giving up control is a scary thing to do. The internet can be a hostile and terrifying place.