"How a brand is perceived online has a lot to do with its presence on various social media platforms.
If consumers feel overwhelmed by a campaign’s approach—think popup ads and spam-like postings—there tends to be backlash. If brand managers aren’t readily available to respond to questions or ease worries during a crisis, consumer loyalty might wane.
What can you do to ensure success when integrating social media into your next marketing endeavor?
For starters, target your efforts by channel..."
Read it here... Branding rules for social media managers