If you want to know why corporate does social media badly, one word:
The lack of this essential quality.
Social media is about a ruthless, relentless, unforgiving, hyperfocused, super-specialized filter that you apply to every piece of content.
It is branding on speed. It's faster, digs deeper, and pulls in the whole of your personality.
It has no mercy on those who "just love" their own words.
Unless you are ruthless when it comes to your content focus and your vehicles for delivery, you will fail. No matter how much content you put out.
* All opinions my own. Photo by me.