Act like a brand, not a buddy

Molly Flatt

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...

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