The combined Twitter following of Nike, Starbucks, Disney and Whole Foods is still less than the 8.2 million followers amassed by singer Chris Brown, writes Chris Copeland. That suggests that brands need to start behaving more like celebrities, offering a personal connection and exclusive content rather than bland corporate messaging, in order to succeed on social channels. "Brands need a real face and voice, not a logo or caricature, for consumers to engage with," Copeland writes.

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