Beyond all of the Likes, retweets and +1s, social medias greatest gift to marketers is that it helps give brands a human face. Before the social media revolution, virtually all brand communications were one-waythe brands talk and the consumers listen, with no possibility for participation. Thanks to Facebook, Twitter, blogs and online discussion forums, however, consumers now have the ability to speak directly to brands and share their experiences with brands with their friends.
At first blush, this seems like a marketers dream come true. Why go through the hassle of securing formal case studies and testimonials when people are talking about your brand organically, without prompting or payment? You cant buy that kind of authenticity (though many have tried). Considering that social graph recommendations have a significant influence on peoples buying behavior, high customer engagement on social media seems like an unequivocal boon for marketers.
But what happens when people start saying things about your brand that you dont want them to say?
To read more, head over to the iMedia Connection blog.