AT&T

Jason Falls

Brand responsiveness through social media continues to give companies around the globe high marks and good publicity. From the old standby of Dell to the emerging omnipresence of Ford and GM, big brands are starting to not just listen to conversations about them, but respond as well. But two recent experiences for me, ironically with major competitors, makes me pose two questions:

1. Can a big brand’s personal responsiveness scale?
2. Are big brands playing favorites by responding only to those they deem “influencers?”

Case in point:

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