You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Brands in Social Media Should Be Like George Costanza When Traditional Tactics Kick in, Consider Doing the Opposite By Reuben Steiger, Published on May 22, 2009 7 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.