You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Amazon's Silent Mistake in the Face of a Social-Media Firestorm Incident Demonstrates -- Again -- the Need to Monitor Your Brand 24/7 By B.L. Ochman, Published on April 13, 2009 28 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.