This paper assesses why certain brands have failed to successfully establish themselves within social media, and looks at the best approach for developing a successful social presence. It questions why brands are reluctant to be social and fully dialogical within networks that are based around this principal. The paper proposes that brands adopt a relational approach that differs from that found within CRM and other offline marketing techniques, and instead revolves around an authentic dialogue between brands and other users. The idea that attempting to be fully dialogical is central to brands maximising the effectiveness of social media is explored in detail with the application of Gallaugher and Ransbotham‟s (2010) „Megaphone, Magnet, and Monitor (3-M)‟ framework, whilst suggestions on how to encourage dialogue and build relationships are made and explored through the analysis of case studies. The paper finds that brands should seek to take an engaging approach to social networking in order to maximise results, actively partaking in dialogical communication within the online community and attempting to build sustainable relationships; both are seen to be inherently linked and co-dependent. Further research suggestions are then made, alongside the acknowledgment that the area of online social interaction is constantly evolving.