Social brands and latest news

I admire brands which regularly update their followers/consumers about what they're up to. Some of these brands regularly send e-newsletters which are less of a promotional message and more of an informative one. Often, they even add tips which are in-line or adjacent to their area of expertise.

There other brands though, brands that BLAB in bursts, surprise their followers and then go to sleep for some weeks or months. Then they burst again when research highlights they have been losing appeal or trust. These brands under-estimate the value of news! Their news section is often hidden somewhere in their website. Their latest news section is often not up to date with the latest news and their news is no news but a promotional BLAB. In contrast, social brands interact socially. Social brands update their twitter status and tell us what's on their mind. Social brands allow us to connect and follow. Social brands enable us to speak about them in the online world because they are online.

I am a social being and it is easier for me to engage with a social side of a big commercial brand.