Can brands trust social media platforms?

Brands are increasingly spending real money building up and maintaining their social media presences. From Facebook to Twitter to Foursquare, questions over ROI remain, but many brands have come to the conclusion that social media is an important part of the marketing mix.

But should brands bet too much on platforms like Twitter, which often have spotty performance records but are constantly trying to cozy up to brands? The answer might just be ‘no.