Social media practice divides neatly two philosophical views of the internet.
Public relations practitioners view it as a network of relationships; marketing practitioners see it as a network of traffic.
This view informs everything about how a brand interacts with people online - or doesn't. The results are laid bare in this wonderful experiment written up by Curtis Silver of Forbes Magazine.
I'd love to repeat this experiment for European organisations...
As long as most of us have been on social media, so have brands. Brands being companies that we know and sometimes love or love to hate. Their capacity as brands on social media has ranged from human to robotic to the worst examples of customer service. Their strategies for interaction with consumers have led them down some dark paths as well as paths lined with rainbows and diamonds.