The rush of brands wanting to add social media components to their advertising campaigns is quite sickening. Have we really not evolved beyond the methods used in TV, print, and radio? If we are kind, we can say companies are getting involved in the conversations taking place about their brands online, and some are trying to guide those conversations in a positive light. Unfortunately, however, social media is largely being used by brands as just another communication channel to push a message, drive awareness, and promote products and services. Brands and the agencies they hire to tweet for them are missing the point.

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