In The NOW Revolution, Amber Naslund and I talked about "listening at the point of need" and seizing opportunities that are unveiled in social media. We counseled brands to listen for customer expressions of want, and to tastefully offer to fulfill those needs. But is this "listening at the point of need" or is it out-of-bounds? Even if you think this is fair game, there are 3 reasons it was a disaster at the execution level: