Honestly.

I am tired of all this philosophizing about Social Media.
Like it’s the second coming of Christ.
I mean come on now!

What’s the big deal?
The web has grown up.
Granted.

We’re no longer surfing the web.
We’re shaping it.
Okay.

I know the world has changed forever.
It’s not the first time.
And it’s not the last.

But consumption has always been social.
And successful brands have always had friends, fans and followers.

So, it all gets down to what has always been true.

USE MEDIA THE WAY YOUR AUDIENCE USES IT.

And that gets right back to consumer insight.

That which has always separated the okay from the bad.
The good from the simply okay.
And the insanely great from everything else. 

Great consumer insight has always been behind great communication and great communication campaigns.

Our biggest challenge as marketers?
It’s not how to get into Social Media.
That’s easy. 

It’s how to get social media into us.