Hootsuite has an interesting article about how brands (for professionals think "firms") operate on social media as opposed to individuals. The single biggest mistake for organizations is using it as a one-way publishing tool to promote your own material without ever offering up any deeper engagement with the audience. To use an analogy, don't be that guy at a party who can't stop talking about himself - no one likes that person.
So what is it about the way some brands behave on social that people resent? We asked our Twitter followers that question, and the answer largely comes down to two critical mistakes that too many brands continue to make: Focusing too much on themselves, and trying too hard to act like the cool kid in the room.