Factors a brand manager has to consider vehile monitoring brand communities on social media

Ql: What are the main factors a brand manager has to consider vehile monitoring brand communities on social media especially for a global brand?
Q2: How can a Brand manager tackle negative consumer generated brand stories across the widespread Social media platforms (Ex: Facebook, Youtube etc)? Does the presence of Social media influencers affect the authenticity and credibility factors of consumer generated brand stories?
article2 Ql: Integrate your own experience, what effective ways do you think can improve brand evaluation through managing brand page?
Q2: Do you think Social media Pages can replace the traditional marketing campaign (e.g. commodity display, brand conference. Customer Experience Impove Program) to enhance brand evaluations and purchase intention in long term? And why?