They're clueless.

I loved that they were taking a serious approach to social media because it really is a useful tool for any business, but they've screwed the pooch on that so badly it's befuddling. They had a great chance to create something truly immersive and interactive and just plain don't know what they're doing.

Nobody from the Wyatt's should be on there in character, for one. Two, they should really separate personal accounts from character accounts.