In Chiou and Lee’s (2013) research, they examined how one-to-many social communication was making us less likely to understand others’ perspectives.
One-to-many social media sites, like Facebook and Twitter (and, perhaps, LinkedIn), allow individuals to post updates for others. Chiou and Lee (2013) found participants who indiscriminately utilized these techniques were less likely to adopt or even acknowledge another’s perspective. These individuals tended to become more self-focused and narcissistic.
The key term in this research is indiscriminate. The researchers do not suggest that all users losing perspective, just those who frequently post monologues. These individuals tended to be more self-promoting and vain.
Perhaps businesses should view their social media platforms as avenues for customer feedback as well as self-promotion. From my experience, Delta is a good example of this. I have utilized Twitter several times to tweet a suggestion or question to their staff, and have always received a response within a few minutes. I do not mind the frequent promotional tweets from them since I know I can utilize this vector to get service.
References
Chiou, W. B., & Lee, C. C. (2013). Enactment of one-to-many communication may induce self-focused attention to diminished perspective taking: The case of Facebook. Judgment and Decision Making, 8(3), 372-380. Available: http://journal.sjdm.org/13/13114/jdm13114.html