Become Fluent

The fine folks over at Razorfish just released a report called “Fluent: The Razorfish Social Influence Marketing Report” that ‘finds brands aren’t doing enough to engage consumers on social platforms.’  This we already know, yet the report does reveal several very important implications for brands that want to succeed in today’s landscape:

• Brands must socialize with consumers.
• Brands must develop a credible social voice.
• Brands must provide a return on emotion to their consumers.

As others have concluded before them, social media is indeed here to stay. Brand managers, boards, and creatives no longer own the brand. Everything is real time. McDonald’s makes a customer service faux pas and the world knows about it. Someone buys a LCD TV with bugs and thousands get buyer remorse. Brands can’t ignore the facts any longer.

Download the PDF version.