Despite the big traffic and abilities to engage with consumers, some brands are still afraid of social media. Most grasp the power of social media (from blogging to widgets and from Facebook to Twitter), but many are still afraid of what user interactions can lead to.
On Twitter, those interactions are less scary because bad behaviors are often isolated and not tied to the brand itself. For instance, if Ashton Kutcher Twitters about his new movie, negative reactions are not directly connected to Ashton... in the world of blogging, it is akin to turning off your comments (activity can still occur - but not in your stream).
On Facebook, the commentary is directly associated... as David Ortiz and Reebok found out today. Ortiz used Facebook to promote his new auction supporting breast cancer. Within 5 minutes, he got the following reaction:
"Now that you are not doing steroids would you please hit the ball opposite the shift. .220 average is not cutting it for me."
It is unfortunate... but you wonder why fear still exists?