I think the commenter above totally misinterpreted your metaphor by looking at sharks as predators versus what your metaphor is trying to point out which is that this is a beast that you must learn to observe and understand prior to interacting with on its terms.

Great post Felix

Sure brands are aware of the conversations, but not all are participating for whatever reason and when they do, it is not always the right way.

I am not sure I understand how your second point relates to the shark metaphor – it was never implied that brands do not belong to the conversation cycle.

The real deal is that if brands aren’t ready to speak and answers to any questions from their customers, they should not enter the conversation. If they’re not ready to take into account the feedbacks given by users and customers, they should not enter the conversation. If they’re not ready to provide simple and plain explanation of the objectives they’re aiming at, they should not enter the conversation. Why? like in a real life conversation if you don’t want to join the conversation and speak with people, don’t jump in the social thing.