People in social media could be any professions like a musician, a writer, a doctor, a journalist or an expert in certain area, therefore, how a potential community member would respond to the content could be various and uncertain, also, how much credence of the response could be given by marketers is hard to ascertain.
Another risk in social media is the issues of control and ownership caused by Mashups, which could combine data from more than one source into a single integrated tool, for example, adding location information from Google Maps to real-estate data from Craigslist. Thus, nobody has complete control over social media contents, even the individual who created the content could not control how the content would be used by others.
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