I think Brito is absolutely correct in saying that businesses need a strategy when diving in to the social world; without a strategy, a social business attempt can and most likely will fail. Part of having a successful social strategy involves understanding what you’re getting into, and I think that is what many businesses miss when they decide to make the change over to the digital age of the new world.
Another thing that stuck out to me was his statement about how the brand should be consistent everywhere. I feel like this would be something that many businesses may fail to think about; I know it could be something I might miss. It doesn’t seem like it would be that big of a deal, but customers love consistency, and it also give the company a stronger look about it when all their social media outlets are in agreement.