Act like a brand, not a buddy

In her column on social media, Molly Flatt argues that brands on social networking sites should behave like brands rather than pretending to be consumers' friends.

Act like a brand, not a buddy

Molly Flatt

'Corporate' has become a swear word. In the democratic, fiercely independent and idiosyncratic wilds of web 2.0, where openness, dialogue and personality are the new marketing watchwords, the very worst thing a business can be is a corporation, with the living, breathing people behind the brand lost in a faceless, formal group.

Rightly so. No longer can marketers fob us off with flashy brochures and snappy rhetoric. We want to be heard, and treated as individuals, by individuals. It's a much more natural and inspiring approach, for the employees of a...

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