“The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.”
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Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.
The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.
Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.
There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.