Rush to experts to insulate the image they have created over years from such shocks For many brands, the backlash over actor Aamir Khan's intolerance comments has offered a lesson on the perils from social media. Several of these companies are rushing to experts on social media and online reputation management to rework their strategies and insulate the image they have created over years from such shocks. The Khan controversy generated more than six lakh tweets on the actor over the past week, according to data compiled by social media analytics firm Blueocean Market Intelligence. Snapdeal, the ecommerce company Khan endorses, was the hardest hit, with many of those tweets and comments on other social media platforms calling to boycott the brand for its association with the actor. “We are getting queries from some of the brands that the actor is associated with. They reached out to us to understand how they can rework their strategies on social media,“ said Anees Merchant,