Get your head out of the game (a little).

Some quick thoughts about "social media" and the perils brands face when they assume social media is just another advertising push opportunity.

A valuable lesson comes to us this week from Jet Blue. And that lesson is, most marketers are doing it all wrong.

Jet Blue is a great brand, that really built itself from the ground up. In fairness, I'd book a Jet Blue flight over any other airline, any time the opportunity presents itself.

But, Houston, we have a problem. His name is Steve Slater. Acting as any other human being, pushed slightly over the edge, may be inclined, Steve faced his breaking point this week when a mouthy passenger used some nasty language and directed his anger at Steve. Taking matters into his own hands, Steve picked up the intercom and gave the passenger a perhaps well-deserved f-off serenade, grabbed a couple lukewarm cans of Bud, pulled the emergency slide and made a swift exit, eventually cuffed and thrown in lock up, but all the while smiling.

While there seems to be an outpouring of support and admiration for good ol' Steve in his hometown of Queens, NY, I've yet to see Jet Blue say anything other than this:

We're working with FAA & PANYNJ to investigate. At no time was security or safety of our customers or crewmembers at risk.

Repeatedly. On its twitter feed.

Here's the issue I have. First, I get the rationale. Jumping too quick to conclusion might cause the brand more harm than good. But there's a big "but." Social media is consumer media. It's not another advertising avenue. Is it an opportunity to evolve a brand's positioning and do all sorts of other positive things, sure, but only when done right.

When marketers decided they wanted to get in the social media game, they made a risky decision. They didn't realize they would be left no choice but to play by the ground rules consumers establish - and that means visceral reactions, prompt responses, dialogue that isn't approved by management. More than just posting ads, announcing offers and rattling off corporate jargon.

It's called social, not free.

It all boils down to one thing - TRUST. Trust in the brand - the people sitting at HQ, the customers, the management - the holistic "brand". Not the one person designated to update sites with pre-approved, triple screened, iron clad, buttoned up, messages. If brands aren't willing to play by these rules, they ought to sit on the sidelines and get their house in order before they jump in.

That it's been more than 24 hours since Steve flew off the handle and Jet Blue has made no comment about it other than the above, to me, feels like a huge miss.

From a brand strategy perspective, I'm calling this OFF STRATEGY for Jet Blue.