The phrase "Perception is reality" is truer today than ever. With the evolution of social technologies, what is posted online one day is reality in many minds the next. A well planned and executing brand can be tarnished by one bitter customer with a blog. It is a struggle for both Fortune 500 companies and small business owners to find ways to manage this threat. Instead of fighting it, embrace the change and use it to your advantage. People want information NOW. Social technology has allowed the "always connected" generation to spread the word on anything in multiple channels. A teenager texts his or her friend about a rumor about a classmate. A twenty something posts a blog about his review of a movie. A forty something year old mother of 2 looking for a new daycare center "Googles" her local area for locations. A thirty year old single male emails a web link to his mother for a needed service. It goes on and on. The movement to online and mobile communications is in full swing and organizations that do not adapt are being left behind. Your online presence may start with a website as the foundation. However, emerging technologies dictate that you find your target audience and influence the perception wherever they may be. A combination of traditional methods (print, TV, radio) must be combined with intelligent use of interactive technology (web, email, mobile) to help influence the perception of the people and manage your brand. With the right interactive technology partner (such as Concept 1:2:1), you can start using technology effectively to minimize threats to your brand and to communicate with people on a more one to one level.