Emerging media is changing the way brands interact with consumers and leveling the playing field for all participants in online marketing. The consumer’s voice, once limited to purchase decisions and word-of-mouth, has the potential to affect perceptions of a wide audience on the Internet. The implications range from meeting the social needs of individuals to opening doors for small players in the marketplace to making large brands more accountable to the public. By the turn of the century it was apparent the Internet was changing the way brands communicate, but who could have known how it would play out in…