Yet we've all had the experience of visiting a corporate social media site that's an utter disaster. Maybe the content is overly salesy or irrelevant to customers. Some sites look acceptable at a glance, but a deeper look reveals that the company is posting sporadically, or only posting self-serving content. Still other accounts fail to respond to the users who take time to post comments and ask questions. All of these mistakes can quickly create an impression of a brand that doesn't care about its customers.