The brand outrage bubble just won’t burst (and that’s a problem)

by Shareen Pathak
Everyone is outraged, and no one cares. The new normal that made putting out fires part of brands’ 9-to-5 has also upended textbook social media practices: Although brands have been taught they need to respond to as much as possible and as often as possible, the sheer amount of vitriol and slights, real and perceived, over seemingly trivial #brandfails makes it impossible.Read the full article

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