Take JetBlue, and its perspective on social networking. Morgan Johnston, the guy behind many of the airline's tweets, told me how JetBlue stumbled in the beginning of its Twitter experience and then figured out a way to engage its followers. Today, if you can't figure out where to drop your bag at the airport, give JetBlue a tweet and the airline will try to hook you up, Johnston says.
But, alas, I follow companies on Twitter all day long and see them just pumping out promotion after promotion. There's no personality to it. No candor. No transparency. Duh, little value.
Some companies just don't get it.
I liken it to the difference between an effective PR person and an ineffective one (you know who you are...or maybe you don't.) The good ones will level with you and not try to spin a journalist like a top. For the others, all they do is spin, spin, spin -- and these have no credibility.