Sensitive. Nimble. Quick to respond. Companies no longer have the luxury of time to contemplate how to respond to consumers. Take, for example, how quickly word spread of PepsiCo’s suicide-themed ad that ran in a lifestyle publication in Germany earlier this week. If you’re not yet sure of the impact social media is having on today’s businesses, just read how quickly this AdAge blogger received a response. You have to hand it to PepsiCo for using social media tools to apologize for their error. Yes, the world of issues management is changing. Consumers are holding companies’ feet to the fire. As they should.