Relying on social media users to promote your brand can be both good and bad business.
Martin Lieberman's Saturday lunch spot, his neighborhood's Finagle a Bagel restaurant, was almost like Cheers. It was a place where the employees recognized him, and they started preparing his order as he walked in the door. And because of that great customer service, Lieberman, a content marketer and social media manager based in Boston, felt inclined to post a photo of his lunch from the local restaurant chain to his Instagram account. But one day in August 2014, as he followed Finagle on social...