We got a Wii console for Christmas, and so, at our house, it's all about the Wii lately. Our older son is immersed in Wii sports and Lego Star Wars, and the younger kids are entranced as well, following along as best they can. The other day, after a particularly hard-fought Lego Batman battle, our 4 year old daughter said, "Finn, those aren't real people in the tv. We are us really!"
It blew me away for a minute, and then as I marinated over it, I realized that this is precisely the issue when brands/organizations/clubs/businesses first attempt to engage in social media. They carefully plan, buy technology (maybe), talk to experts, and project an image (a Mii, perhaps?) onto the social spaces they've chosen. Then they promptly forget that unless the virtual brand behaves like the real life brand, it loses all meaning. If your brand or organization is built on sterling customer service, then you'd better emphasize responsiveness in your online presence as well. If you specialize in cutting edge, then you'd better be leading the pack and keeping your social profiles minty fresh at all times.
Our 4 year old son's Mii has an afro, big square glasses, and is 6 feet tall. What does your brand's Mii look like?