Brands being able to have conversations with their consumers around the world is brilliant. But far from giving them the power to appear more active towards individual concerns, some companies are using social media to appear more distant than ever.
The fact is, most big brands are only talking to their American fans, and it can feel like those of us in Europe are just rude passers by, listening in with a cup against the door.
I can see why brands would want one world voice, but when they get people to post great deals on social networks for their online store, only for it to be exclusive to American users, that's not good enough.
It creates a kind of second class consumer, who can see great deals and great bonuses, but isn't allowed near them. If you're a fan enough of a company to follow them on Twitter or Facebook, then being treated like this is a massive kick in the teeth.
So lets get some more localised brand voices can we?
