Even though you may have Facebook, Twitter and YouTube presences, blogging executives and elaborate social media monitoring in place, your business may be antisocial, writes Brian Solis for FastCompany. He defines “antisocial” as anything that goes against the laws and customs of society and says popular social media engines are their own distinct societies with unique cultures.

Many businesses, he says, are masquerading marketing for engagement, running the risk that individuals will tune them out because they fail to demonstrate relevance, transparency and authenticity. “With one click, they will bid farewell to the brands, even those they love, if they don’t introduce value,” he writes, pointing out that when a colleague followed his 40 favorite brands on Facebook he was disappointed that only one actually gave him a reason to do so.

Read more at FastCompany ^[1].