An example Abell provides is when LEGO launched its new line this year, LEGO Friends, and there was strong backlash from a women's group, mainly overseas and not in Australia, telling the company what they thought of the product.

In that case, LEGO used social media as a way to engage in a conversation with them directly.

"That made its way around Facebook in a heartbeat, so we sent some folks over to talk to them," Abell said.

"We used that opportunity to say that we shared their concerns, talk about it, and convince them that our intentions are wholesome yet appealing for girls."

Abell said whenever one engages the social space, you are going to encounter people that are "not happy with what is going on" and they are "not going to be afraid to voice their opinion."