The social media landscape can be a volatile, with platforms making changes to algorithms that drastically effect engagement and traffic, individuals that can bring down companies through negative word of mouth and brands being able to culture or news jack events as they happen. As businesses we need to move away from the idea of traditionally planned marketing activity and create models and processes within the business that can support the brand story while ensuring their is enough flex within the business to deal with the ever changing network economy. Brands that can move away from the media and focus on social involvement will be the winners in the future.