Brands Must Become Architects Of Community.

For Decades, Media Companies Have Largely Controlled The Tools Through Which Consumers Were Told What To Buy, Wear Or Think. Now Consumers Possess The Same Ability To Produce, Distribute And Curate Content And Distribute It To Their Peers In Real Time Across Social Media Platforms.

The Evolution Of Social Media Into A Robust Mechanism For Social Transformation Is Already Visible. Despite Many Adamant Critics Who Insist That Tools Like Facebook, Twitter, And Youtube Are Little More Than Faddish Distractions Useful Only To Exchange Trivial Information, These Critics Are Being Proven Wrong Time And Again.

If A Brand Wants To Build Social Communities, Capital And Influence, It Must Become The Chief Celebrant Of Its Community, Not Its Celebrity. This Simple Shift In Approach Unlocks Enormous Transformative Potential For Brands.

Consumers Around The World Are More Aware Of The Multiple Global Crises We Face Than Ever Before, Thanks To Information Found On The Internet.

There's An Adage That Is An Apt Description Of The New Dynamic At Work Between Brands And Consumers Connected Through Social Media: People Support What They Help To Build. But Now That Many Brands Are Launching Community-driven Cause Marketing Campaigns, The Challenge Becomes What To Do Next?