It seems to me that the corporate use of social media – with some fantastic viral exceptions – has set itself up for a disappointing implosion. What began as a low-cost, low-effort, humanized way to extend your reach… has become something most organizations blindly throw money at, swamped in ignorance, defeating its own potential. And this trend is particularly true of non-‘lifestyle’ brands – and most businesses are non-lifestyle brands.

Harvard Business Review offers a few myths of engagement, looking at some data that scratches the surface of some new interesting questions: