In today's fast moving world, the Internet has given a new connotation to the term `social networking sites'. Websites like Myspace and Facebook facilitate closer interaction among people with similar tastes. These sites are, more or less, like a real life club where the members from across the globe share gossips, videos, etc. However, the misuse of such public domains can result in denting the corporate brand image. Many of the companies today have appointed managers to resolve such security related problems. On the other hand, in order to recruit eligible candidates, the HR personnel use such social networking sites to find relevant data pertaining to the candidates.

It's a pleasant Monday morning when the CEO comes into the office and his face turns gloomy at once. On his table lie printouts of choicest abuses floating around on the Internet. A flustered executive assistant comes in and tries to explain: "Somebody stumbled upon a site which contained hate mails and comments posted by some anonymous people. It seemed like a group of employees of the company. They had written about unhealthy work practices at the company and threatened to reveal corporate secrets, online." If you thought this happens only in novels and movies, think again. Last month, it happened to the CEO of the $70 bn worth Home Depot. This time it was worse. It was a group of customers, led by a blogger, who created a furious, virtual mob that grew by the hour.

They were unhappy about Home Depot customer service. Instead of ignoring the problem, the CEO decided to act fast. Through online, he tendered a public apology on the same site and promised to improve the situation. A new site was created to manage the issue and communicate to the world to project a new image of the company. Welcome to the world of a harried HR (PR) manager trying to make sense of something he did not read during his MBA days-social networking.

HRM Review Magazine, Social Networking Sites, Corporate Brand, Organizational Behavior, Management Science, Human Resource Management, Orange Blood Bank, Microsoft, International Business Machines Corporation, Online Advertising, online Marketing, Myspace, Facebook.