The social web has opened up new and easier channels for people to voice opinions about happenings, news stories, brands, political figures, government and its organizations, individuals and so much more. Social networks, blogs, forums and news sites across the web have become outlets for people to have conversations about these topics without the restraints associated with traditional media. While it may be difficult for organizations to control every conversation across such sprawling terrain, with the right Social Intelligence tools and an appropriate Social Media strategy, they can strategically interact with people and achieve their agenda. Additionally, there is often the need to keep tabs on the tone of conversations across Digital Media platforms that could stretch the in-house staff of such an organization beyond their core area of operations. To solve this problem, the trend has been for our clients to outsource certain components of their media engagements to professional PR firms like IMLC.