Basking in Reflected Glory
If you are a sexy, cool charismatic brand, you will have a fairly easy life on social media – people would want to hear from you and be associated with you. They will create fan page for you on facebook, they will talk with their friends about you and share stuff about you on Twitter. They will probably take part if you ask them to submit something etc. If you are not one of these brands, you will have to work much harder to earn your social capital. I’m not saying it’s not possible but you will probably have to invest more. More time and money to help you be more fun, interesting, funny or useful. And you should also find those who love you and nurture the relationship you have with them.
If you’re an asshole kind of brand, you’re pretty much fucked.
— Asi Sharabi, Basking in Reflected Glory