But several brands have found that it is wise to not just join the conversation, but to provide a central place where discussions about them can be had.
Toyota, following the recent recall troubles it has had, decided to team up with Techmeme.com to create: http://toyotaconversations.com/. This is a site where you can see all social media buzz about the ongoing issue as well as Toyota's own ongoing information.
Nokia have done a similar thing with their site http://conversations.nokia.com/ where they have turned a blog into an entire communication platform including video & podcasts as well as some fun applications.
However UK fashion retailer ASOS have taken this one step further with http://www.asosfollowsfashion.com/. Launched earlier this month, the site allows you to quickly see the aggregated Twitter messages from people and brands in the fashion industry, including ASOS's competition. This is a bold move to try and curate not just its own brand messages, but those of the entire online fashion communication space.