6 Challenges to Managing a Brand on the Social Web

This series is supported by IGLOO, a leader in helping organizations improve business processes, increase employee productivity and enhance stakeholder engagement inside and outside the organization using social technologies.
As more companies and PR firms attempt to manage their brands using social media, there are just as many opportunities for greatness as there are pitfalls.
To broaden our collective understanding of these challenges, we consulted six social media pros with extensive experience in PR, branding and marketing. Each one has gained respect in their respective spheres of work; and each one of them told us about a unique challenge and how to address it.
From being transparent to being profitable, from the tools you use today to the ones you’ll need tomorrow, here are six specific challenges to managing your brand on the social web. If you’ve got your own insights to share, please let us know about them in the comments.