That’s why.

Buzzfeed’s Samir Mezrahi called it “The Saddest Moment in Twitter History“.

I’m sure I’ve seen worse. But when two brands that have a history and a contract together start logrolling vacuous Tweets at each other in public, they’ve forfeited any kind of credibility in the society of social media.

Perhaps it was inevitable. Advertisers, after all, advertise. And the “free” media supplied by Twitter, Facebook, YouTube and other channels might be too much of a temptation not to blatantly toot your own horn — and those of your friends.

But it’s not the best way to use these evolving communication opportunities, and it’s a short-sighted strategy. Building or complementing a brand through social media is a long-term commitment of attracting a community, engaging them in their own interests, and providing information they find amusing, useful, or shareworthy. Sure, tacos and pop are not exactly heady subjects, but they’re not doing themselves any favours when they turn the cynicism this high. People notice.

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