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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.

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
Blogger
Writer
Might
Towns
Brands
Must
Otherwise
Define
Personalized
Mean
Challenge
Clarity
Advent
Challenges
Partners
Emergence
Means
Ghost
Shouting
True
Town
Authenticity
Find
Advertising
Consistency
Ever
Wake
Google

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Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.
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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 leverage and influence social media gives citizens are rapidly spreading into the business world.
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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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Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.
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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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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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When thinking through who to bring together to generate new ideas, it is more effective to combine specialists from very different and unrelated disciplines rather than a variety of people with different skills sets in the same field.
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The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
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Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.
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The companies that make meaningful contributions while also listening to the voices of others are the ones that will genuinely engage their community, who will then go to work for them.
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Technology is teaching us to be human again.
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The simple act of saying 'thank you' is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen.
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