The social media networks can act as a boon or bane depending upon the way you use them in reputation management services. Websites like Twitter and Facebook can be useful tools in the online reputation management campaign. However, the use has to be judicious and careful.
Most reputation management teams go overboard in their effort to engage social media users in some sort of conversation. They push themselves upon the users and often get the tag of being spammers. It is true that interaction is the key for social media marketing, but it is equally true that you cannot forcibly engage anyone in a conversation.
The best way out for reputation management teams is to try and make their profile pages more interactive. There must be a good amount of interaction between the online reputation management agents who run these profiles, as well as between the users themselves.
As a reputation management service firm, you have to give them the opportunity to talk between themselves. Because you have the administrator rights, you will be able to control the conversation and take it to a direction that is productive for your brand.