As consumers, we might sigh in frustration when our sister-in-law posts the 285th picture of her new cat on Facebook. But we most likely won't share that frustration with the world. We might be annoyed and surprised at the vitriolic politics or the annoying FarmVille requests of all of our "friends." But other than "block" those post, we certainly won't @reply with a complaint about their behavior. And, if Dad mistakenly posts a picture of himself in his underwear, we certainly won't be blogging about this with the title "Family Social Media #Fail."
Brands, on the other hand, have to be much more careful. Marketers are the nerdy freshman at the cool kids' senior party. Say the wrong thing -- or say it in the wrong way -- and risk getting ridiculed and bounced out. Come with a case of beer and some great conversation, and you just might be a hit. But even then, you are only one mistake away from a viral case of #Fail. Your mistake could become the fodder for endless blog posts of how it "shouldn't be done."