As recently as one year ago, everyone worked hard at making sure their brand was portrayed in a positive light. The message was tightly controlled and as a customer, you had very little power to express your love or hatred of a product.
As you all know, that’s impossible now. You could spend $10,000 on banner advertising for your new web app, proclaiming it to be “The World’s Best Solution for XXXX”, only to be ripped apart on Facebook, Twitter and the blogs.
It’s not about advertising anymore. It’s all about Conversation and Empowerment.