While the Internet has given beer lovers access to information and communication avenues that we could never have imagined decades ago, the value of many social media options to breweries is harder to gauge. Appearing loud in volume, many simply result in a lot of noise and a degradation of the quality of information and knowledge provided to users. For some breweries, the return on investment for scrutinizing every BeerAdvocate, RateBeer, or Untappd entry or review may seem small, but makes sense for purposes of quality control and maximizing the consumer experience. Other beer companies just can’t help themselves from taking on every troll with an opinion and an Internet connection.
Andy Crouch, “All the News That’s Fit to Tweet”, Beer Advocate (July 2015), 20.