The document discusses the need for conversation managers in today's changing media landscape. As communication platforms boom and media consumption becomes more complex, more people are participating in online conversations. Most conversations now take place offline rather than online. The consumer is empowered and word of mouth is important. However, many brands do not monitor or react to conversations about their brand. A conversation manager should get buy-in from senior leadership, empower employees, observe consumers, join conversations, take a leadership role, and inspire passion. Case studies from Kai Mook and Starbucks demonstrate how embracing social media can benefit brands by fostering engagement, participation and dialogue. The role of a conversation manager is to start small with listening, engage target audiences and empower brand