The fifth point in Kaplan's "Five points about being social" mentions that you should "be unprofessional" when it comes to interacting on social media channels. Since the article was targeted towards business professionals, asking people to act unprofessional is pretty counterproductive. I can understand what Kaplan is getting at, how social media is not as serious business communications, but his choice of wording is poor. A better way to address users is to say something along the lines of "be informal" versus unprofessional.
To me, acting unprofessional includes lying, manipulating, and generally going against everything considered as good practices. Telling someone to be informal comes off as saying "remove the barriers seen in normal business communications." At the end of the day, although social media is a new and more relaxed form of communication, it is still a channel used between businesses and customers. Thus, it may be okay to speak in a common fashion, but it is not okay to completely disregard status and position.
