A basic definition of social is to be in pleasant companionship with friends or associates. Used as a verb, to socialize is to associate or mingle sociably with others.

Social media, therefore, is a form of electronic or digital communication through which users can remain, well, social. It’s a way to stay in touch, to interact, to associate with others.

Which is why it comes as a surprise how Carnation Breakfast Essentials isn’t using social media for what it’s intended. It isn’t being social with everyone, especially its customers — which include both parents. Its recent string of posts have excluded dads multiple times.

Millions of people use numerous social media platforms every day. Companies who use social networking services like Twitter and Instagram know the value in reaching customers – it increases a brand’s awareness. So, they do whatever they can to engage and socialize via content that’s appealing.

But if you’re purposely favoring one parent over the other – or, outright ignoring them – are you really being social?

Imagine you’re at a party with a partner. You’ve encountered friends, met new people, but they’ve only talked to your partner, not you. No one’s bothered to look at or acknowledge you. It’s like you aren’t even there. That’s how dads often get treated as parents.

Being social involves starting up a conversation and being a good listener. Carnation should make it a priority to treat all parents with the same dignity.