Cerebra

Lately I’ve been involved in some pretty intense arguments about what exactly social media can offer. My generic response regarding the benefits of two-way engagement and making the effort to meet your customers on an open playing field is becoming less and less effective. So what now?

The problem is that we’re no longer the new kid on the block. People are becoming more social-savvy and as a result we’ve got to step up our game. As social business matures, our outlook has to change as well. We should forget about the ePeen-measuring contest of who has more fans, the wider reach, or even greater engagement. I think it’s time we shift our focus to how effective social channels are at driving change within businesses as a result of the online community’s conversation.