Corporate businesses have few options when it comes to interacting with customers and responding to events in their business. When something bad happens to a brand, for example a bad allegation, it is in the company’s best interest to respond to the allegations and fix the situation they are in. Creating positive content is a great way to have a positive message when people first interact with the brand. Having positive content also helps when people find out something bad has happened. People will remember the positive message that has been put out before the bad event happened. For example, on Wegman’s instagram page, they tend to ignore negative comments made toward their brand and only answer positive comments. This can hurt their reputation because they refuse to defend themselves and just take the criticism without offering explanation. Not defending themselves hurts their reputation because it makes the allegations against them seem true.