“Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.”
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Social media is not about the exploitation of technology but service to community.
Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.
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.
In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.
