Martin Weller today remembered and tweeted about a fine post of his on the subject of reciprocity and how we build and maintain learning networks.
Reading it made me realise what is wrong with much of the corporate use of social tools - namely the lack of respect shown to customers.
Reciprocity relies on mutual respect. When you are treating me as a statistic, or worse a target, I don't feel respected and have little inclination to reciprocate.
Why should I re-tweet your tweets or like your Facebook page when you won't even tell me your name?