Sorry, but brands apologize too much

02/5/2014 | Bloomberg Businessweek

Corporate Twitter accounts use the word "sorry" nearly 9 times more often than personal users do, and the word "regret" 37.5 times more, according to an analysis. That could be a sign that brands are overexposing themselves on social networks and making unforced errors along the way, experts say. "I'm wondering if it's not undermining the brand equity they're building with consumers," says Jason Kapler of Networked Insights.

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