Not advertisers, not advertisers, and not brand stewards (read Mediapost article).  Brands are now being defined by the conversations consumers are having about products and services.  That means in order to keep building brands, brands must go where the consumer is going.  comScore reported that every month 600 million people visit conversational media sites.  In this era of consumer-in-control movement that leaves very little comfort as brands must now venture into unchartered territory.  Nevertheless, the societal shifts necessitate that brands follow or perish.