I rail at length to anyone who’ll listen about the importance of an authentic personality in social media: coequal to value and responsiveness alike. Failure of any of the three can cripple a social media campaign. Without the latter two a social campaign is susceptible to vandalism and anemic reach/growth. Without the former, well that’s where it gets more complicated.
The content of the /r/fellowkids subreddit may occasionally reveal the conspiracy-seeker’s readiness to spot a corporate motive behind every visible logo in a ‘viral’ video, but there is no question that at times the hive-BS detector is spot-on. Like the writer is abjured to ‘write what you know,’ a social media manager with no frame of reference for social media is doomed at some point to publish comments & memes that not only tip off users, but turn them off as well.
A few cringeworthy examples: