I recently read Matt Jones' article in Ad Age Why I Hate Social Media. There is one strong point I think we all need to take away from his fine article. The idea that social media(SM) can not make your product or service better or more popular. On the other hand SM can get you in touch with your brand participants. You can tap into this amazing resource to create brand evangelists. People that buy into your brand because you've had a more meaningful interaction with them via SM. In the process who knows, you might even find out ways to make your product or service better. However these benefits can only happen if you are open to the world of SM and willing to navigate this new world with care. The number one rule in the SM world is to be authentic. Think of it as having a conversation. A conversation is a back and forth exchange. If you treat your interaction in the SM world like you would a conversation in the temporal world it will go a long way to achieving your goals.
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