Up to this point, social-media channels have tended to throw all of us individuals and brands in the same pool and expect us to converse with each other like it's perfectly natural. Hey, how's it going, Mike, John and Starbucks Coffee?
That “conversation” just doesn't completely mesh as well as it should at times. Partly due to the fact that those brands could only customize their own pages so much.
Which is why it's good to see these channels realizing that they have to do more for brands in the sense that they need to be treated as a different animal.
That's right. Social media is growing up and extending itself more toward brands than ever. Don't panic, people. This is a good thing for everyone involved.