Answers are grounded in this paper and cite their sources.
Effective social brands are like friends. You can trust them. You can build a community around them. But once that community begins to reach around the globe, you had better keep it real and you had better respect its personal privacy.
No takes yet. Share an insight, caveat, or question.
Tom Briggs (2010) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: