"Brands reluctant to do the hard work of defining what they stand for and integrating that within their organization, or brands that mistakes social technology as an end in itself rather than as tools to connect people emotionally, run the very real risk of becoming invisible and obsolete.
Put simply, brands must accept that they are no longer the destination. Their customer is.
Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter."
Simon Mainwaring, What Google+ Means for Brands
Can't tell you often enough, that in this new world of maximized human individuality, independence, and impatience, you will have to Plug & Play to Win-Win!
See the mistake in the below picture? Think about it - and: Do not follow that route!