There is so much fear wrapped up in social media for brands. Fear from legal, compliance, leadership, sales, marketing, technology, you name it and they are all a little scared of it in some way. And I have found through so many conversations with people who want to do a good job at social that the fear is all around making a mistake. Brands are terrified of becoming the next <insert latest brand who messed up in social>. Fear in humans causes insulin to pump through our bodies and produces fight or flight. We react in dramatic ways to fear. We can dodge fists or throw them ourselves. But, fear in brands causes paralysis. And in social, paralysis might be worse than making a gaffe. Brands want a social safety net. It is the #1 reason real time marketing isn’t adopted en mass today. There is no fail-safe. But then I realized, I have the answer.