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The New York Times has a piece about how General Mills is taking what might be referred to as an enlightened approach to social media - being "brand agnostic," and using its Facebook site, "hello, Cereal Lovers," to occasionally highlight competitors.

For example, "Hello, Cereal Lovers featured a recipe suggested by a user made with Post Honey Bunches of Oats, while on Twitter it reposted a recipe made with Post Fruity Pebbles and Kellogg’s Rice Krispies."

“It is a new framework to consider now that we’re in great conversations with the people that buy and enjoy our products,” says Carla Vernón, marketing director for General Mills. “It’s important for us to be authentic and recognize what they want to share and hear about.”
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