Contents

Cover

Praise for Engage!

Title Page

Copyright

Foreword

Preface

Introduction: Welcome to the Revolution

Chapter 1: The Social Media Manifesto

THE SOCIALIZATION OF MEDIA IS YEARS IN THE MAKING

THE FUTURE OF BUSINESS IS ALREADY HERE

WE ARE THE CHAMPIONS, WE ARE NOT MESSENGERS

CONVERSATIONS HAPPEN WITH OR WITHOUT YOU

SOCIAL MEDIA IS ONE COMPONENT OF A BROADER COMMUNICATIONS AND MARKETING STRATEGY

BUILDING A BRIDGE BETWEEN YOU AND YOUR CUSTOMERS

BEING HUMAN VERSUS HUMANIZING YOUR STORY

SOCIAL SCIENCE IS NO LONGER AN ELECTIVE

YOU ARE NOT ALONE

NOTES

Chapter 2: Making the Case for Social Media

THE RISE OF UNMARKETING

PEOPLE INFLUENCE BUYING DECISIONS, ONLINE AND OFFLINE

THE DEMOCRATIZATION AND SOCIALIZATION OF BRANDED MEDIA

NOTES

Chapter 3: The New Media University

INTEGRATED MARKETING: THE TOOLS

DEFINING SOCIAL MEDIA

WHEN WORDS LOSE THEIR MEANING

Chapter 4: The New Media University 101

BLOGS

BLOG EXAMPLE: SOUTHWEST AIRLINES AND DELL

PODCASTS

PODCAST EXAMPLES: FIDELITY INVESTMENTS

WIKIS

WIKI EXAMPLE: ORACLE

NOTES

Chapter 5: The New Media University 201

CROWD-SOURCED CONTENT COMMUNITIES

SOCIAL CALENDARS AND EVENTS

LIVECASTING

Chapter 6: The New Media University 301

IMAGES

IMAGES EXAMPLE: JETBLUE AND THE AMERICAN RED CROSS ON FLICKR

Chapter 7: The New Media University 401

SOCIAL MEDIA DASHBOARDS

SOCIAL NETWORKS

BRANDED AND PURPOSE-DRIVEN SOCIAL NETWORKS

BRANDED SOCIAL NETWORK EXAMPLES: PANASONIC LIVING IN HD

Chapter 8: The New Media University 501

MICROBLOGS, MICROCOMMUNITIES

TOP 10 MONETIZATION TRENDS FOR SOCIAL MEDIA AND MICROCOMMUNITIES

TIPS FOR TWITTER AND SOCIAL MEDIA FOR SOCIALLY SAVVY BUSINESSES

NOTE

Chapter 9: The New Media University 601

GEO LOCATION AND MOBILE NETWORKING

VIDEO BROADCAST NETWORKS

VIDEO EXAMPLE: HOME DEPOT

Chapter 10: The New Media University 701

SOCIAL OBJECTS

GETTING NOTICED: SOCIAL MEDIA OPTIMIZATION A NEW CHAPTER OF SEO

WHAT IS SOCIAL MEDIA OPTIMIZATION?

TITLES

DESCRIPTIONS

TAGS

CONTENT DISTRIBUTION

LINKS

LIKING: MICRO ACTS OF APPRECIATION YIELD MACRO IMPACTS

NOTES

Chapter 11: The New Media University 801

ESTABLISHING A SYNDICATION NETWORK

SYNDICATING SOCIAL OBJECTS: AN ILLUSTRATION

CHANNELING ILLUSTRATION: AN ACTIVITY STREAM

AGGREGATION: ASSEMBLING THE PIECES

EXAMPLE OF ACTIVITY STREAM

IN-NETWORK AGGREGATION

SYNDICATION: WEBCASTING SOCIAL OBJECTS

AUTOPOSTS AND SYNDICATION

DON'T CROSS THE STREAMS

DESTINATION UNKNOWN: DEFINING THE JOURNEY THROUGH YOUR EXPERIENCE

NOTES

Chapter 12: The New Media University 901

ESTABLISHING AN ONLINE PRESENCE AND DEFINING THE BRAND PERSONA

ONLINE PROFILES SPEAK VOLUMES ABOUT YOU AND YOUR BRAND

MULTIPLE PERSONALITY DISORDER

MULTIPLE PERSONALITY ORDER

DISCOVERY AND ACTUALIZATION

SHAPING THE BRAND PERSONA

THE CENTER OF GRAVITY: CORE VALUES

BRAND PILLARS

BRAND CHARACTERISTICS

PROMISE

BRAND ASPIRATIONS

OPPORTUNITIES

CULTURE

PERSONALITY

NOTES

Chapter 13: The New Media University 1001

FROM INTROVERSION TO EXTROVERSION

THE NOW WEB

THE RISE OF THE STATUSPHERE

NEWS NO LONGER BREAKS, IT TWEETS

THE ATTENTION RUBICON

CHANNELING OUR FOCUS: THE ATTENTION DASHBOARD

THE SOCIAL EFFECT: THE FUTURE OF BRANDING AND WORD OF MOUTH MARKETING

NOTES

Chapter 14: The New Media University 1101

IMPROVING THE SIGNAL-TO-NOISE RATIO

Chapter 15: Fusing the Me in Social Media and the We in the Social Web

CASTING A DIGITAL SHADOW: YOUR REPUTATION PRECEDES YOU

DEFINING YOUR ONLINE PERSONA

YOUR BRAND VERSUS THE BRANDS YOU REPRESENT

MANAGING YOUR ONLINE REPUTATION

WE ARE ALL BRAND MANAGERS

NOTE

Chapter 16: Learning and Experimentation Lead to Experience

BECOMING THE EXPERT

YOU'RE THE REAL THING

WHEN POV BECOMES A POINT OF VALIDATION

LET'S TALK ABOUT MEANINGFUL EXCHANGES

WHO OWNS SOCIAL MEDIA?

GETTING DOWN TO BUSINESS

Chapter 17: Defining the Rules of Engagement

INSIDE THE OUTSIDE: ASSESSING THREATS AND OPPORTUNITIES

POLICIES AND GUIDELINES

EXAMPLE GUIDELINES AND POLICIES

THE LOUISIANA PURCHASE AND THE GREAT BRAND GRAB

RULES OF ENGAGEMENT

INTEL'S DIGITAL IQ PROGRAM

WITH SOCIAL MEDIA COMES GREAT RESPONSIBILITY

NOTES

Chapter 18: The Conversation Prism

I'M YOUR CUSTOMER … REMEMBER ME?

THE VALUE CYCLE: YOU, ME, AND MUTUAL VALUE

THE CONVERSATION PRISM

THE ART AND SCIENCE OF LISTENING AND MONITORING

LISTENERS MAKE THE BEST CONVERSATIONALISTS

CHARTING A SOCIAL MAP

CONVERSATION WORKFLOW

TAKING CENTER STAGE

LEVEL ONE: THE EPICENTER

CHARTING THE COURSE

ESTABLISHING A CONVERSATION INDEX

THE COMMUNITY STARTS WITHIN

NOTES

Chapter 19: Unveiling the New Influencers

WE ARE MEDIA

BUILDING A BRIDGE BETWEEN BRANDS AND MARKETS

ENGAGE WITH PURPOSE

THE SHIFT FROM MONITORING TO ACTION

X-RAY GLASSES AND BIONIC HEARING

SEARCHING THE SOCIAL WEB

NOTE

Chapter 20: The Human Network

BREATHING LIFE INTO THE HUMAN NETWORK

THE HUMAN NETWORK: ALIVE AND CLICKING!

VISUALIZING SOCIAL ORDER

SOCIAL TECHNOGRAPHICS

TENETS OF COMMUNITY BUILDING

NOTES

Chapter 21: The Social Marketing Compass

THE CALM BEFORE THE STORM

THE SOCIAL MARKETING COMPASS

CREATING A PLAN: DEFINING THE FUTURE, NOW

SOCIAL MEDIA PLAN OUTLINE2

NOTES

Chapter 22: Facebook Is Your Home Page for the Social Web

THE TOP 10 BRANDS BY POPULATION (ROUNDED OUT)

THE STATE OF THE FACEBOOK

IT'S NOT A FAN PAGE; IT'S A BRAND PAGE

FROM E-COMMERCE TO F-COMMERCE

FACEBOOK TABS ARE THE NEW WEB PAGES

MADISON AVE. IS MOVING TO CALIFORNIA AVE.

Chapter 23: Divide and Conquer

SOCIAL MEDIA TAKES A COMMUNITY EFFORT

DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA

THE SOCIETY AND CULTURE OF BUSINESS

MEETING OF THE MINDS: CONSENSUS AD IDEM

OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM

EXAMPLE: NEW MEDIA BOARD OF ADVISORS

EXAMPLE: INTERNAL TASK FORCE

EXAMPLE: ORGANIZATIONAL TRANSFORMATION

NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA

NOTES

Chapter 24: A Tale of Two Cities

WEB 2.0 AND THE EVOLUTION OF CRM 2.0

TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS

WHEN THE S IN SCRM STANDS FOR SELF-SERVING

VENDOR RELATIONSHIP MANAGEMENT (VRM)

THE VALUE OF SOCIAL CUSTOMERS

VRM + SCRM = SRM

NO BRAND IS AN ISLAND

SOCIAL BUSINESS TAKES A HUMAN TOUCH; NO, REALLY

SOCIAL SCIENCE IS THE CENTER OF SOCIAL BUSINESS

NOTES

Chapter 25: We Earn the Relationships We Deserve

EARNING THE THREE FS: FRIENDS, FANS, AND FOLLOWERS

#HASHTAGS

HASHTAGS: A PROACTIVE APPROACH

OFFERS AND SPECIALS

PAY PER TWEET

NOTES

Chapter 26: The New Media Scorecard

THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT

ROA: RETURN ON ACRONYMS

THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES—PERSONNEL AND BUDGETS

THE SOCIAL BAROMETER

START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES

AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT

THE CS OF MEASURING ACTION THROUGH COST

THE ENGAGEMENT PHASE

SHARE OF VOICE AND SHARE OF CONVERSATION

COMPARATIVE DATA ANALYSIS

NOTES

Conclusion

YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE

Appendix: 30-Day Listening Report

Glossary

Index

Praise for
Engage!

“Social networks empower everyday people to become remarkable. How do you now earn their attention and also become remarkable in the process? Engage! is your answer.”

–MC Hammer

“It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and ultimately relevance. This book helps you engage … without it you're competing for second place.”

–Mark Cuban, owner, Dallas Mavericks, investor, entrepreneur, Chairman of HDNet

“Affinity is personal and emotional. Without personifying the company and what it symbolizes, it's difficult for customers to connect with your brand. The concepts from this book can help your brand engage in a way that inspires communities to extend your message, promise, and reach.”

–Tony Hsieh, CEO of Zappos.com

“The power of top-down, A-list influencer is winding down. Now brands must engage on a direct-to-many basis. Social media makes this possible, and Solis makes this happen. Read his book or be left in the dust.”

–Guy Kawasaki, co-founder of Alltop

“Social media is changing everything about the way people relate socially, in commerce, and politics. Engage! gets you up to date regarding current trends and technology, and shows you how to build a serious social media strategy. It's the real deal.”

–Craig Newmark, founder, Craigslist.com

“Brian Solis has shown once again his deep understanding of the power of new media. He shows how social media can give voice, credibility, and connections to both companies and their customers.”

–Price Floyd, VP for Digital Media Strategy BAE Systems

“What's the secret to a successful company? Seasoned business owners know that it's a combination of strong leadership and superior products. But that alone isn't enough anymore. The leader of the future needs to connect with the customer of the future when, where, and how the customer wants, and Brian Solis lays out some of the guidelines here, going far beyond the tools that are today's buzzwords.”

–Scott Monty, Global Digital Communications, Ford Motor Company

“Brian Solis documents new media's evolution and its challenge to traditional marketing methods and corporate communications: Most profoundly, through social media the customer has become a more influential stakeholder. The book provides concrete guidelines on how companies must engage in the public conversation and how they must prepare for a new era of relationships with their clients, customers, and employees.”

–Klaus Schwab, Executive Chairman, World Economic Forum

“New media is forcing the democratization of old media. It's how we engage that shapes our credibility and community … and ultimately our relationship with our newly empowered audiences.”

–Joanna Drake Earl, COO Current TV

“The road from where you are to your business's future is neither paved nor marked. It's yours to discover and this book is your compass to leadership.”

–Peter Guber

Copyright © 2011 by Brian Solis. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Solis, Brian.
Engage!: the complete guide for brands and businesses to build, cultivate, and measure success in the new web / Brian Solis. – Rev. and updated
p. cm.
ISBN 978-1-118-00376-3 (pbk.); ISBN 978-1-118-07283-7 (ebk);
ISBN 978-1-118-07281-3 (ebk); ISBN 978-1-118-07279-0 (ebk)
1. Internet marketing. 2. Social media–Economic aspects. 3. Customer relations. 4. Online social networks. I. Title.
HF5415.1265.S65 2011
658.8′72–dc22
2010054031

Foreword

New media is creating a new generation of influencers and it is resetting the hierarchy of authority, while completely freaking out those who once held power without objection. The truth is that most of the existing formulas, methodologies, and systems miss or completely ignore the role of new influencers to inspire action, cause change, spark trends, and recruit advocates. We are absent from the exact movement that can help us connect with those who guide their peers.

In light of the new media movement, how do brands approach this now? They spam the Web with useless rhetoric. (Who cares if you're on Facebook or Twitter?) They also distribute these horrible videos, uploading them to YouTube and then wondering why they never go viral. Look, you have seven seconds to entertain someone. If you don't grab them in seven seconds, then you can forget about someone sitting through the rest of the video–let alone having it go viral.

But if you know what people are looking for … if you know where people are interacting … if you know what moves people, you can engage the human algorithm to immerse viewers and trigger meaningful interaction and vibration across the social graph.

This is why we, we as in a collective of individuals who know what's best for us based on our passions, interests, and aspirations, are in charge of what compels us. To have any hope of attracting and earning our attention, you need to know who we are.

The roles are reversing and individuals and brands have the ability to reach and rouse powerful and dedicated communities without ever having to pay for advertising. I'm just part of the bigger movement of empowering the people who care enough to change the word. Social media is socializing causes and purpose, and inciting nothing short of a revolution in stature and influence, but more importantly, literacy and innovation.

As we engage, we learn. And learning is what this is all about. But we can't grow without admitting that we have something to learn and at the same time, we have to believe in ourselves and our ability to push things forward. In the end, everything starts with engagement.

This is our time. This is your time. Engage.

ASHTON KUTCHER
Co-founder of Katalyst

Preface

We are at the beginning of something new and incredible, and its paths and processes are for the most part undefined and far from standardized. Social media is a great equalizer and it's leveling the playing field for those who can adapt and lead. If this is you, it's time to speak up. It's time to show executives, peers, and stakeholders that you care. With a little homework, the case can be made quite easily and impressively. It just takes a little bit of extra time and passion to do so.

You are needed now more than ever to help the brand best position itself to compete in the now Web and for the future.

It takes a champion to rally support from within.

It takes a champion to connect customer needs with company solutions.

It takes a champion to become the customer the business needs to reach.

It takes a champion to guide decision makers within the organization on how to best implement social tools and services, how to use them, how to establish guidelines, and how to measure success and return on investment.

You're a purveyor of new media, but then again, so is everyone else, it seems. Suddenly, everyone is a social media expert, but very few are indeed champions and far fewer are change agents.

So what are you going to do to rise above the fray while also delivering true, uncontestable value to those you are helping?

Ask yourself …

Are you an evangelist or a consultant?

Are you an extension of your company brand or are you an employee?

Are you a leader or a follower, or are you meandering through your profession?

Are you confined to the role you're in now or do you represent something with longer-term value?

Everything that's transpiring around us is actually improving the existing foundation for our business, from service to marketing to product development to sales to executive management, and everything in between.

Social marketing revitalizes and empowers every facet of our workflow and its supporting ecosystem. Seeing the bigger picture and tying our knowledge to the valuable feedback from our communities will help us guide businesses toward visibility, profitability, relevance, and ultimately, customer loyalty.

In every single case, it doesn't take only an expert, it requires a champion to make an impact.

You are that champion.

Advancement doesn't come without investment, though. Social media may at first blush, look easy and free, but as any true champion can attest, it's so much more than we see superficially.

You may be saying to yourself, ``I already have a full-time job that keeps me busy, more than busy, for eight to nine hours a day as it is. How am I going to squeeze in the time to learn everything required for this new role, and how will I balance my workload based on what I already have to do?''

Sorry. I don't have an easy answer or a shortcut for you.

What's taking place right now, right in front of you, is something so tremendous that to proclaim that a cheat sheet exists would actually cheat you from truly grasping this new opportunity for personal and professional growth.

This is something so much deeper than anything I could cover ``for dummies.'' It's a matter of taking the easy route versus immersion. Success and maturation is tied to the latter.

The good news is that you have this book. Now let's work together to get you that MBA that will really help you excel in your career, wherever it may take you.

Think about it.

Investing extra time after hours and on weekends is the minimum ante to enroll in what I call the New Media University. With every day that passes, enrollment multiplies. The question you have to ask is whether you want to lead or follow. Please note that the risk of following is that the field will quickly become congested with competition and stagnation. In contrast, when you choose to take a leadership role, you will find that challengers are scattered and in short supply. The cost, however, is that you go back to school for the near future to help you learn and acquire the skills necessary to lead your brand into the future.

While many will ask questions, few will have answers. Which side of the dialogue do you choose?

Introduction

Welcome to the Revolution

By the time you read this book, you may have already heard or will soon hear whispers, rumblings, and rantings that social media is playing out.

Tune them out.

The truth is that social media may very well cease to exist as a category one day. However, while the term and category has and always will invite debate, social media's practices and benefits are indisputable and enduring. And they will always serve as an important and revered chapter in the evolution of new media.

This is not open to debate.

Influential conversations are sparked and steered by influential people right now and they exist and flourish outside of your organization. The practice of listening to and learning from these conversations in and around the social networks where they transpire is invaluable and indispensable.

New Media is simply a matter of digital Darwinism that affects any and all forms of marketing and service. In the world of democratized influence, businesses must endure a perpetual survival of the fittest.

Engage or die.

In June 2007, I wrote and published The Social Media Manifesto. What started as a blog post intended to help marketers grasp the emerging and rapidly shifting landscape of social media quickly ascended into the rallying cry for a new, in-touch epoch of direct-to-consumer engagement. The Social Media Manifesto introduced the methodologies, tools, and social networks that would eventually inspire a movement to evolve from top-down, broadcast programs to complementary forms of collaboration rooted in mutually beneficial exchanges. It served as the foundation to effectively redesign marketing communications and customer service organizations based on the art of observation, listening, engagement, learning, and adapting. It also introduced the mechanics and benefits for humanizing and diversifying the company story based on the unique and varying needs of customers and peers who populate online communities and create channels of influence.

And here we are now: united in our efforts to discover meaning in the philosophies and processes we long operated without. We seek inspiration and we, too, endeavor to inspire. The people we attempted to reach over the years appear before our eyes as if they are long-lost friends and relatives. The faceless have revealed their identities through their actions and words. Socialized media and the people powering the convergence are accelerating an era of engagement driven by collective consciousness. It's inspiring a new type of business, one that is socially aware and participatory. After all, customer acquisition is only rivaled in value by customer retention.

The science of procuring attention is complemented by the delicate art of earning and cultivating relationships. Social media peeled back the layers of infrastructure, data, numbers, demographics, politics, procedures, and all of the corporate red tape that dug trenches between our brand and our customers.

This is our time to engage! In doing so, it is your declaration of independence, breaking the shackles that have bound us to hollow marketing practices of yesteryear. It serves as your framework to chart your own path and create your own destiny. It is your key to unlock the doors that prevent you from reaching your customers where they're interacting and seeking solutions today and tomorrow.

Together we are building the foundation for corporate and personal significance. We are the architects who are drafting the blueprint for a more efficient and yearned-for bridge between our story and the people who can benefit from it as well as the stories from which we can benefit.

Welcome to marketing providence. The crusade you join is growing in importance each and every day. You're surrounded by like-minded individuals who seek to improve the dynamics between people. The tools, methodologies, and stories shared within this book will reveal a wealth of unmarketing principles, strategies, and devices. It is this idea of unmarketing that inevitably extends all of the goals and objectives merited by traditional marketing, while also elevating the experience for everyone on both sides. This stimulates advocacy so that it can better expand your presence and impact in the mainstream and distributed communities that influence perceptions and decisions.

While the methodologies, theories, experiences, and social tools discussed in the original manifesto still stand, a deeper and more modern look is necessary to garner support and champion change from within–specifically an examination of what to do and how to measure success. It is through adaptation and engagement that we earn experience, connections, and prominence. There's no doubt that the proven tenets introduced in this book will ensure your success and career longevity. The doctrines that we examine and propose are in fact representative of best-of-breed ideals and methods unearthed and mashed-up from existing and extinct tactics to renew, edify, mature, and hone our proficiencies, conviction, knowledge, and experience.

Engage! will serve as a new manifesto, a reference point for all inward-outward-facing initiatives that incorporate two-way communication. And in the process, we'll see unmarketing emerge as one of the most effective forms of marketing, after all.

Until the proliferation of interactive media, traditional influence has followed a systematic top-down process of developing and pushing controlled messages to audiences, rooted in one-to-many faceless broadcast campaigns.

Personality wasn't absent in certain media, but it was missing from day-to-day communications.

For the most part, this pattern seemingly served its purposes, fueling the belief that brands were in control of their messages, from delivery to dissemination, among the demographics to which they were targeted.

It scaled and served very well over the years, until it didn't. …

Unbeknownst to many companies, a quiet riot has been amassing over the last two decades, one that we document clearly in this book. And slowly but surely, the whispers eventually intensified into roars.

The socialization of the Web and content publishing disrupted the balance and is now forcing a media renaissance that is transforming information distribution, human interaction, and everything that orbits this nascent ecosystem.

It is the dawn of a democratized information economy, which is fueling the emergence of champions, facilitators, and visionaries who are leading a more media literate society while transforming the way we engage with one another.

The interactive Web heralded the arrival of mainstream consumer influence and a global ecosystem that supports and extends their observations, complaints, opinions, referrals, and recommendations.

It served as a great equalizer, capsizing the existing balance and redistributing influence–and continues to do so.

Not only is it changing how we create, decipher, and share information, it is forever reshaping how brands and content publishers think about their markets and the people who define them.

Engage.