General Mills was onto a good idea when it launched an online community called Pssst … to build loyalty and gather product feedback. But the company has stumbled with the execution, says tech journalist Paul Gillin, whose column about Pssst … is echoing through the Twittersphere today. Among the critiques, Gillin says users’ profile pages consist of nothing but a mailing address, and activities are limited to linking to General Mills press releases, downloading unwieldy images and mailing coupons to friends. Sounds like it might be too much about “pushing” information instead of being social?