(…)businesses are not people. For a business to be social, it has to be focused and friendly, but it can never be your friend. (…) I don’t need a social relationship with the company that made my car, where I shop for food, or the local dry cleaners. I do find it useful to get news and information from them, and someone to listen and act when I have a problem, but I really don’t need another channel of happy talk from businesses.
We as marketers should remember this. All the time. Even when we use brand accounts to talk to our friends. You are the friend. Not the business.