Businesses are masquerading as peers in social feeds but their bottom line is still to sell.

‘What are you up to this weekend?' ‘Where's your favorite place to hang out?'

Messages from your best friend? The start of conversation in a coffee shop? More likely, status updates from a brand that has decided you're more than a customer: You're their BFF.Combine the ever-increasing value of a brand's social-media presence with the pressure to develop relationships with consumers and a desire for instant ‘engagement' ROI, and brands often risk developing a delusional personality. Many rightly want to converse with you. They want you to feel something on a deeper level. But as they reach for this goal, too often the lines between friendship and valued acquaintance become blurred.

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