This is something Zappos has done for years that really needs to catch on more than it has, because: The rewards for corporations are huge, and Tthe competition is too risk-averse to do it. And avoiding all risks is not the way to run a winning company. But first let me tell you what I'm talking about and what I'm NOT talking about. You still should tweet with your fingers. But seriously, what I mean is social media people who: 1.