Many years ago it was unthinkable that a brand could have some type of interaction with its public. I refer to “interaction” because it implies a bi-directionality. Historically, brands were the ones to speak and the public would listen; there wasn’t a real conversation, instead there were two very defined roles: the sender (the company) and the receiver (its public). When the internet and social media appeared, everything changed. Now, brands and public can communicate …