In this chapter on the subject of the product’s, brand’s or organization’s voice I say ‘compare that example with the failing attempts at social media marketing made by organizations that have – or had – no relationship with their customers’. See if you can fi nd any examples in social media where the product, brand or organization has simply not ‘got it’ and so their social media marketing is not only poor, but could well be detrimental to the product’s, brand’s or organization’s value in the eyes of consumers.