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 Wondering What Not to Do When It Comes to Social Media? Learn From BCS Don't Treat Facebook, Twitter as Broadcast Tools; Converse With Fans By Rich Thomaselli, Published on November 30, 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.