Neither Twitter more Facebook were conceived or built to be media tools, thus are confusing when treated as such. “Social media” was coined by people who only think in old media ways, so it’s no wonder treating these fungible, evolving communities as “channels” hasn’t worked out like they planned. Most organizations are simply incapable of acting with the authenticity and curiosity of individuals. And those few that do find it’s something awfully hard to scale. And, thank goodness.