Brand Survival in the Age of Asymmetric Comms

Until now, many companies have ignored social media without suffering obvious consequences, especially in industries that, in the past, have not included a high proportion of social media users. Social media participation was a choice. But this era of opt-in social media is ending. Instead of customers needing to seek out social media content proactively in order to be exposed to it, social media will be pushed to them automatically everywhere they go on the Web. We have entered the era of asymmetric social media, and there isn’t a place on the Web where companies can escape it.

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