@ev says that when companies use social media "...well, they’re not. They may be using platforms that are primarily used for social media (like Facebook) or platforms that are used for social media, among other things (like Twitter), but that doesn’t make the companies—or their media—social".
But can companies ever be social - at scale?
With giffaff, we're moving from a 'broadcast + replies' social model to one that recognises different people, their different relationships to the business, & their different content/interaction needs.
Ironically (for Ev & the simple way Twitter calibrates relationships) we're doing most of this experimenting in Google+, where Circles (& a relatively ltd number of connections) make it easy to experiment.