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...

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