Brands must take advantage of Twitter's personal touch

Today every area of business and its performance is tracked assessed and possibly evaluated. For instance on twitter, people would either bad mouth a company or say good comments which could help the company in the competitive field that they are in. After all, there are many metrics to measure the importance and performance of a company on social network sites.- not least the number of followers and retweets. Its almost like the people that have social network sites have the ability to comment on the performance of a company by tracking its performance, assessing it and evaluating it. 
I think that to some extent this is good as companies can not get away for things that they used to get away before. We now live in a society were if people do not agree with your points, or they feel that a company lacks in credibility, they can send a company away.