As Any Speaker Will Tell You, When

Often Motivated By A Desire To Maintain The Existing Status Quo, Sloth Almost Cost The U.s. Its Auto Industry, As It Refused For Decades To Build Fuel-efficient Cars To Compete With Japanese, Korean And European Imports.

When A Positive Exchange Between A Brand And Customers Becomes Quantifiable Metrics, It Encourages Brand To Provide Better Service, Customer Service To Do A Better Job, And Consumers To Actively Show Their Gratitude.

In Fact, I Believe The First Companies That Make An Effort To Develop An Authentic, Transparent, And Meaningful Social Contract With Their Fans And Customers Will Turn Out To Be The Ones That Are The Most Successful In The Future. While Brands That Refuse To Make The Effort Will Lose Stature And Customer Loyalty.

The Companies That Make Meaningful Contributions While Also Listening To The Voices Of Others Are The Ones That Will Genuinely Engage Their Community, Who Will Then Go To Work For Them.

Social Media Is Not About The Exploitation Of Technology But Service To Community.