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Chapter 04 Summary: Chapter Summary: 1) It’s not what you say about your company—it’s what Google says about it. 2) There is no such think as brand control anymore—there is only brand influence. 3) Consumers have access to the same communications technologies as companies. Therefore, they can now talk brands to a worldwide audience and there is nothing that companies can do to stop it. 4) User-generated content has positive as well as negative repercussions for companies. 5) New Media can level the playing filed between large and small companies.