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In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
Blogger
Writer
Business
Brands
Social
Core
Around
Allow
Demonstrate
Build
Marketplace
Growing
Effectively
Community
Engage
Values
Loyal
Hope
Communities

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In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.
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Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves.
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The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise they just might find themselves shouting in a ghost town.
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Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.
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Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace.
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The currency of universal values make brands innately sharable.
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As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.
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The false separation between living and giving must end.
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Corporations often partner with government after natural disasters, as many companies did in the aftermath of Hurricane Katrina in 2005. As a rule, however, long-term civic/corporate partnerships are still rare .But this need not remain the status quo, as many opportunities are available for such partnerships.
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CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.
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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.
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The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.
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As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.
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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.
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The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.
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Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.
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Corporations, consumers, and citizens must begin acting in concert to create a powerful third pillar of social transformation if we hope to meet the social challenges we currently face with equal force. This begins with corporations that choose to alter how they practice capitalism in two ways to serve the greater good.
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One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.
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The launch of Google+ apps sends a powerful signal - the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the data collected on the basis of what they have searched for and shared.
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Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.
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