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 The Brutal Truth About Social Media: It's OK to Be a Little Antisocial Here's Why Most Consumers Will Never 'Engage' With Brands or Content, and Why It Doesn't Matter By Simon Dumenco, Published on February 27, 2012 21 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.