In today’s market, can interact with the world’s leading brands easily via . Whether it be providing admirable feedback on a product or letting a brand know that their marketing technique is faulty, consumers are becoming more transparent with their thoughts, and brands have taken notice and are engaging back.

Generally, I see brands respond to consumers that give praise to the products, or have asked questions on where to buy it. But lately, something very interesting is happening. Brands are now starting to take a stand at the “not so charming” comments. They are showing the world that they see everything that we write to them.

An example of this is a video that has garnered a lot of attention recently. Bodyform, a woman’s products website had its C.E.O., Caroline Williams, respond to a rant by an individual fan on their Facebook page. The fan calls out false advertising by stating, “There was no joy, no extreme sports, no blue water spilling over and no rocking soundtrack” (referencing that time of the month that his girlfriend had experienced while using their products). Williams and the Bodyform team made a timely video in response to the fan’s thoughts, and so far, it has close to 3 million views! Williams made a joke out of his post, satirically poking fun at the situation, and provided a playful, yet insightful, response protocol that I could see start to trendwith different organizations moving forward.

Another great example of brands showing the fans they are listening is the Smart Car brand. Clayton Hove, a follower of the @SmartCarUSA Twitter handle, tweeted this comment, “Saw a bird had crapped on a Smart Car. Totaled it.” The managers of @SmartCarUSA decided this was their time to stand up and say something. Leveraging the opportune moment, Smart Car wittingly responsed,“Couldn’t have been one bird. Sounds more like 4.5 million (Seriously, we did the math).” The response showcased the brand product’s stability and reliability meanwhile adding a positive twist to the consumer’s story.

I love that brands are interacting with consumers now on all aspects now. It makes you think twice about sending a faulty comment, because you don’t want to be the next example. What brands have you given a shout out to lately?