The #BoycottBollywood movement; Tata-Air India peegate; Byju's Messi mess; Mamaearth's valuation conundrum: Brands big and small, old and new, have been caught in the social media storm. Fair or not, social media is judge, jury and executioner. The biggest brands are being held accountable, brought to book and often to their knees. The impact is quick, at times far reaching and often recurring. Some are standing their ground or fighting back. What’s the tangible impact of social media on businesses? How are they gearing up to tackle the constant onslaught? Is it a beast that just can’t be tamed? Mugdha Variyar talks to Karthik Srinivasan, Communications strategy Consultant, Ajay Kakar, Ex-CMO, Aditya Birla Capital, Swati Bhattacharya, creative chairperson at FCB Ulka, Rajeev Masand, former film journalist, and ET’s senior editor Ratna Bhushan