Why Facebook and Twitter Alone Can't Build Brands

At the 2014 Grammy Awards show, fast-food chain Arby's trended on Twitter when it poked fun at rapper Pharrell Williams. His hat looked like the one in the Arby's logo, so the company tweeted, "Hey, #Pharrell, can we have our hat back?" It was one of the most talked-about moments of the show because it reminded people of pop-culture totems, including Smokey Bear and Harry Potter. While the move inspired 77,000 re-tweets within 24 hours, there's little evidence those tweets led the company to sel...