Everyone loves a good proposal, followed by a happy engagement, ultimately leading to a fruitful wedding. The same rules apply to social media – a brand proposes to a consumer by offering entertainment, exclusive content or an irresistible deal. Once accepted, the brand and consumer enter a period of engagement, where conversations about the forth coming nuptials take place. Like any happy relationship there is an element of give and take, followed by a “wedding” where the consumer ultimately becomes a customer or brand ambassador.

So why, after four years of social media residing firmly in the mainstream, are so many brands still failing to grasp the basic concept of a conversation? It’s pretty simple – the brand and consumer meet on neutral territory where consumers can ask questions, give feedback and share their experiences. Brands have the chance to capture attention, respond to questions and queries before they blow up into a full-on crisis.

Case in point – last year Samsung launched a new mobile handset, the Jet, which it touted as “smarter than a smart phone”. To support the launch the electronics multinational launched a Facebook fan page and Twitter feed to help consumers get to grips with their new purchase. Technical questions were answered, owners shared tips with each other and Samsung responded to praise, even if in-direct, on Twitter. So far, so good. Yet when problems with the Jet began to emerge towards the end of last year, the tech giant clammed up. The Facebook Fanpage has over 11,000 members, with many seeking technical help with their phones, but Samsung’s only contribution to the conversation is a series of posts advertising the latest version of the Jet – they are not responding to posts by consumers. That’s 11,000 current customers following a one-sided conversation about how rubbish the Jet is, with no balance contributed by Samsung. On Twitter, @samsungjet has ceased sending personal replies to consumers asking questions about their phones and now only posts advertising tweets. Yet a quick search reveals frustrated owners of the handset are telling Samsung (and their followers) about their problems, and their subsequent disillusionment with the brand.

Unsurprisingly, consumer outrage has escalated, culminating in the launch of an online petition to call Samsung into account for their apparent failure to live up to advertising claims that the handset is smarter than a smart phone. A few choice comments by Samsung would have gone a long way to diffusing the situation; the company’s silence is costing them previously loyal customers. Not smart, and certainly not smarter than a smart phone.