Point of view: Brands are not human

A truism of social media is that it provides places where brands are empowered to present a more human face.

Point of view: Brands are not human

Molly Flatt1000heads

Earlier this year, supermarket giant Tesco recruited online in the UK for a night shift role, offering wages of 'Job Seekers Allowance plus expenses'. In layman's terms? Nada and a bus fare. Apparently part of the government's Sector Based Work Academies (SBWA) scheme, the role sparked Twitter outrage, with people condemning it as 'nothing less than modern slavery'.

Now, the @UKTesco Twitter team is usually a case study in excellent social customer care. Despite having almost 20,000 followers, their tweets are consistently quick, warm, personal and, above all, genuinely helpful....

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