Mark Ritson, an Associate Professor of Marketing and brand consultant wrote a thought-provoking article in Marketing Week, lampooning the herd mentality of marketers who use social media for their brands, just for the sake of it, irrespective of the fit. By way of explanation, he writes: I can appreciate why 2 million people follow Google on Twitter and what those consumers get in return. But most brands don’t have the newsworthiness, broad appeal or dynamism to…