Chris talked about the importance of controlling your story by creating a solid mission statement and integrating who you are with a consistent alignment with your brand. Your message must remain constant throughout all media outlets including but not limited to all billboards, print, TV, radio, and social media.
It is of particular importance to own your brand digitally because if you don't, someone else will tell your story and it may not be how you want you or your company represented. Bad reviews are an example of information that you hope to avoid. If you received a poor rating, be sure to have a procedure for responding and resolving the problem. No need to enter into an argument and best to use an approach for dealing direct and offline. Ignoring a customer's bad experience is not the best policy.
Take control of your brand with force and own your brand on and offline!
See here to watch his presentation.