According to SME Web, an online resource for small and medium sized enterprise professionals, one in five businesses obtained a new customer through the use of social networks in the last year. With the growing number of both brand and personal social network accounts, how are we keeping up with all the comments?

Social media is a proven method of engaging users to discuss a brand in an online community setting. The positive outcome is often overwhelming, as brands are finding it easier to gain important information regarding customer service, products and marketing strategies.

However, as more accounts are created, and the more customer and community responses received, the more maintenance required of your pages. Users want updated content that is both interesting and relevant. Filling these pages can be very time consuming, and often becomes a job in and of itself.

User-generated content (UGC) is easing the load of filling space for many business owners through a new breed of social network. Review sites such as Qype.co.uk allow their members to write reviews of restaurants, bars, events and places. Users can give a star rating based on their personal experience.

Not only does this act as fantastic publicity for any business, but it is well documented that consumers are more trusting of other consumers reviews. In other words I am more likely to trust the average restaurant goer - who has nothing to gain - than the store owner who is hoping to increase sales. Not only does this have the potential to improve business, but it creates organic content for you, and therefore increases traffic on your site.

Of course it is important to note that the reviews and feedback will not always be positive. If we don’t listen to the other side, we are not doing our job as marketers. Business owners that engage in social media are opening themselves and their brand up to criticism.

Keep in mind that there will always be the naysayer. And whether you provide the space for consumers to discuss your brand - whether in a positive or negative light - or not, they are still going to talk. So why not participate and build genuine relationships? There just might be some invaluable information out there.