corporate social media
The cereal company dotted the "i" in "Rest in peace" with a Cheerio.
If your business is on social media, you better make sure that it's social, and that you're using it to provide customer service. If you're going to do social media, take notes from a company that sells $40 blenders.
Mitt Romney famously said during his most recent bid for the presidency: "Corporations are people, my friend." Perhaps nothing else better surmises the state of our country than a prominent politician running for the presidency openly advancing such a flawed opinion.
There's no back-patting for companies that have Twitter accounts. You need to create meaningful interactions with real people, and you need to find a way to scale your particular method as your network grows into the tens of thousands.
There is a time bomb in your company that you had better defuse. It's your failure to be clear about, or even consider, ownership of the business connections represented by social media platforms such as Facebook, Twitter and LinkedIn.
It transpires that people have an aversion to corporate Twitter accounts. Trying solely to sell or link to your content is a faux-paux tantamount to having toilet roll escaping from your trousers at a dinner party.
Forget about social media being just a tool for PR or marketing or community building -- it is changing every part of the enterprise, root and branch.