Wieser asks Breen if it can be offline:
"Yes," says Breen, but he adds that unless it's shared online, "what's the value in that?"
Breen also says we're learning what's valuable, and what's not on the social media chatter.
"It's kind of like a brand by brand thing."
"I may write in a tweet that I went to X retailer today, but that doesn"t mean - should say, 'Hey, Brian, come into my store today!'"