There was fear (and strong evidence) that social media was replacing strong, engaging and honest (and grammatically correct) communication with shallow mind clutter, thus discouraging loyalty and limiting the thrill of a tease. The tease is that excitement you feel in anticipation to learn more, see more, experience more and discover first, which also heightens the experience and helps people bond with a brand in an often intangible way.

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MARKETING HASN’T CHANGED. YOU STILL NEED TO BE EVERYWHERE, ALL THE TIME. NOW YOU JUST NEED TO BE THERE FASTER.
— ELIZABETH HAUKAAS, FOUNDER HAWKHILL & MAXIM

The evolving trend of social media moving away from a form of instant, random communication to relevant, impactful communication that strengthens relationships with employees, suppliers and clients is positive and exhilarating. The fact that large corporations are also capitalising on this shift, and doing so in meaningful ways, proves the game is changing (and for the better). What's more, since it's social, we (as in the general public, target audience or anyone who likes communication) dictate the terms.

Again, I ask, have we embraced social media at the expensive of brand loyalty and genuine connections?  

I agree the next phase in social media will focus more on connecting with your target audience through authentic, engaging communication. The result should be an idea generating and loyalty rewarding tool unlike anything we have seen before.

What do you think? Share your thoughts. Challenge us. Push us. All brains are welcomed.

Our position: Let's make the brands we love work harder and the brands we don't know dazzle us.

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