After 20 years of leading indicators (prosumers) telling us they want companies and brands to be more honest and transparent, finally they have the way to ensure it happens: social media.
As businesses and brands experiment in this new terrain, let’s first agree that social media is wreaking havoc inside traditionally structured brands and businesses. As it should.
For decades, businesses have sought control over four conversations: the company and the market (corporate communications/media relations); the brand and consumer (sales, marketing and [...]