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This is a great observation. I don’t think brands have ever been able to interact directly w/ the public so frequently, or so personally. In past, mainly one-to-many ads/commercials, or customer support. It poses a challenge, but also more opportunities to express brand values.
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Spokesperson effect? You're representing a collective greater than yourself, and awareness is easier than self awareness. If my performative emotional intelligence is indistinguishable from the real thing, isn't it the real thing?
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