How you interact on social media affects how your brand is perceived and using bots to post comments on behalf of your brand can be risky, says Rich Kahn. Bots don't understand context and expecting them to interpret free-flow text and comment appropriately can backfire. At best, the resulting comments can appear contrived and inauthentic. At worst, they can be inappropriate or insulting and damage your brand's reputation. Here, Khan shares some examples of 'bots behaving badly' and why you need to engage with your audience directly and build your brand in a more authentic way.