Social Media and the Rise of the Brand Experience Movement

Less than ten years ago, brands could simply talk at their customers about what they thought was important, and the customer, although they didn't necessarily like it, tolerated it, and to a degree probably even accepted what they were being told. Now though, social media has turned that situation on its ear. Brands can no longer just make statements and expect customers to take them at their word. Now, a brand has to show they are understanding of how customers want to interact with them, and that they are genuinely willing to let those preferences drive certain aspects of what the business does -- maybe even certain aspects that are quite fundamental to how the business operates.