"Traditional top-down branding will become increasingly impotent as Social Media grows." This was the quote that stood out in the new Razorfish Social Media Influence report on page 9.
They go on to say, "Consumers continue to rely on personal networks to learn about new products and services. Consumers are shaping brands as much as brands themselves are. Brand management will require greater transparency and stronger connection to consumers than ever before. Today, consumers do not have complete trust in the marketing efforts of brands on the social platforms making the brand management tasks all the more difficult."
I think agencies need to seriously look at Online Community Management and hire writers and cultural analysts that can contribute to an ongoing social dialogue with the real brand managers - the consumers.
You can Download Report Here
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