Audiences are not a tool
Caryn Law writes in an email, ""You cannot use and leverage your sneezers to your advantage as a marketing tool, and then when they turn on you because you did something unexpected, blame them for the problem and call them selfish."
It points to a larger issue about the change in the power equation. You're not in charge of the conversations any more. Of course that's true, but a lot of people don't WANT it to be true, so they act like it's not.