Brands Must Become Architects Of Community.

The Way Customers Relate To Brands And How Profit Is Generated Has Changed So Dramatically Almost Every Professional Is Being Challenged To Reconsider What They Do In Order To Stay Relevant.

The Role Of Social Media Is Critical Because It Helps To Spread Cognitive Dissonance By Connecting Thought Leaders And Activists To Ordinary Citizens Rapidly Expanding The Network Of People Who Become Willing To Take Action.

As A Speaker, Business Leader Or Marketer Of Any Type, The Onus Is Now On Each Of Us To Become Equally Capable Of Communicating Very Personally With A Seemingly Endless Number Of People Connected By Social Technologies.

How Well You Tell Your Story Determines How Well Your Customers Tell Your Story.

Some Critics Have Challenged What The Return On Investment Is For Engagement In Social Media. Others Have Complained That The Metrics Don't Exist To Demonstrate Value.