My response was focused around the change of mindset that marketers need to have. There is a considerable difference from the traditional method of pushing your message (e.g. using television, radio, direct marketing, etc) and engaging with a target audience, not something that marketing departments have been used to.
Companies are now required to listen, understand and respond with relevance to what is being said online and responding inappropriately can create further issues.
I signed off with the suggestion:
perhaps the phrase "you have two ears and one mouth, use them in those proportions" needs to be adopted by online marketing now?