The problem for so many Companies is that the internet has transformed consumers into proactive cyber warriors. "Consuming" used to be a passive experience when the owners of capital held the controlling levers of production and distribution and the only dissent came from the occasional Ralph Nader or Disgruntled of Tunbridge Wells writing to the local newspaper.
Now in the new "technocracy" everyone is a critic and everyone is able to throw their 5 pence worth at the big corporations and institutions via Twitter or Trip Advisor or dozens of other open forums. Last Century Alan Sugar and Rupert Murdoch were remote figures in ivory towers but now they bandy arguments with all and sundry on Twitter where they are out in the middle of the playground on a precise level with Joe public. The language is stilted and grammar free but hey, that's the way Lord Sugar talks. I wonder what Karl Marx would have made of all this?
Other companies without high profile leaders to sit behind have appointed a "Director of Social Media" charged with "managing" the minefield morass of public outspokenness. Many have invested in "promoted tweets" on Twitter which means they essentially barge into ordinary people's timelines like a geeky teenager having to shamble into a new classroom halfway through the term. Or a trendy new teacher trying to be one of the gang -"Hi, I'm Paul - you can call me Paul and I'll refer to you as 'you guys'".
The results are fairly predictable. Recently, for examples, the bank RBS posted this :
The responses from Twitter came in droves and one can only wonder at what happened to the person at RBS who authorised this Kamikaze operation. Promoted probably. Here's just a few of the more printable responses: