This is social media in a nutshell

This is a blog post of a reply to the best tweet of the day.

Social inception RT @snerko This is a tweet of a Vine of an Instagram of a Tumblr post of a Facebook post of a tweet vine.co/v/bYmxJXuIbAb

— Brian Thompson (@BrandWriter) May 28, 2013

The most interesting paid tweet in the world?

Dos Equis paid Michael Ian Black to tweet about their new Facebook app and this is what happened.

I just turned myself into a Most Interesting Person with the new @dosequis Legend of You app. Check it out on.fb.me/166xmC6
— Michael Ian Black (@michaelianblack) May 10, 2013

.@michaelianblack #Wow! This looks #definitelywrittenbyyou and not by #somemarketingintern who was #paidnothing to #doyourshilling for you
— Joseph Fink (@PlanetofFinks) May 11, 2013

@planetoffinks No, they wrote it and paid me thousands of dollars to run it.
— Michael Ian Black (@michaelianblack) May 11, 2013

@michaelianblack interesting paradox cuz making a sponsored tweet for the"most interesting man"thing is the least interesting human activity
— Joseph Fink (@PlanetofFinks) May 11, 2013

@michaelianblack @dosequis cool, so Dos Equis loves 9/11 terror jokes too?
— ⚓ Dave S ⚓ (@amish1979) May 10, 2013

@michaelianblack fuck people. Anyone would copy and paste a tweet for 5000 dollars.
— christine teigen (@chrissyteigen) May 11, 2013

@chrissyteigen No shit. I'm certainly happy to do it. BTW, is there anything you need promoted?
— Michael Ian Black (@michaelianblack) May 11, 2013

@michaelianblack Gillette Venus and Olay razors 5 blades that work to gentle exfoliate and lock in your skins moisture!
— christine teigen (@chrissyteigen) May 11, 2013

.@chrissyteigen paid me 5k to tell you Gillete Venus and Olay Razors have 5 blades that gently exfoliate and lock in your skins' moisture!
— Michael Ian Black (@michaelianblack) May 11, 2013

Uh, I created The Harlem Shake. Ever hear of it?!? RT @bigv3999 @dosequis who is this ass hole
— Michael Ian Black (@michaelianblack) May 11, 2013

@panicshits @dosequis Obviously we've done our job.
— Michael Ian Black (@michaelianblack) May 11, 2013

@michaelianblack I am going to buy 50 cases of Dos Equis for my next party. #sold
— Mandy Boles (@WellReadWife) May 12, 2013

Yes @dosequis payed me to tweet. But because the blowback on it has been so unexpectedly harsh, I'm going to tweet it again for free.
— Michael Ian Black (@michaelianblack) May 12, 2013

I just turned myself into a Most Interesting Person with the new @dosequis Legend of You app. Check it out on.fb.me/166xmC6
— Michael Ian Black (@michaelianblack) May 12, 2013

@michaelianblack Hell yeah, dawg, fuck the haters. You gotta get that cheddar!
— Steve Agee (@steveagee) May 12, 2013

@steveagee Are you being metaphorical or is there some actual cheddar I can have?
— Michael Ian Black (@michaelianblack) May 12, 2013

@brianlynch @dosequis It's a terrific beer drink from Canada!
— Michael Ian Black (@michaelianblack) May 12, 2013

@michaelianblack @dosequis Canada is great! Can I only get it there, though? My point is, where can I buy this Dos Equis?
— Brian Lynch (@BrianLynch) May 12, 2013

@brianlynch @dosequis I literally have NO idea.
— Michael Ian Black (@michaelianblack) May 12, 2013

UPDATE: Whether you think this was good or bad for the brand, you can't deny that he's responsive:

@brandwriter @dosequis Ha!
— Michael Ian Black (@michaelianblack) May 13, 2013

A few of you have asked what my take on it is. I think the whole conversation is great. They got more traction with the ad lib replies that they would have with just the canned copy.
Successful brands on social have to be flexible and okay with giving up control. But I bet there were a few nervous conference calls.
The biggest lesson is to let a celebrity use their own voice instead of copy dictated by marketing and legal.