But it’s human nature to feel obligated when someone—even a company—does something for you. That can make the people on the receiving end of social-media marketing feel snared in corporate traps. The fire victim was probably appreciative, but will he later feel indebted to a frozen-meat company? Likewise, Evan Wilt and Haley Byrd’s union is now forever bound to a chocolate bar.
Twitter oneupsmanship is on a suck your own dick uroboros loop. Brands write something innoucous and hope some edgelord with too much time will write something and they get to come back at them, each hoping to use the other to get viral fame. Boring as shit.
It's the only reason to follow brands, with the exception of it being a contest where it's mandatory to follow.