McKinsey have just published 3 articles on the marketers environment in the face of social media:
The marketer’s brave new world
Measuring word-of-mouth marketing
Four ways to get more value from digital marketing
Social Media Marketing is all about consumer sovereignty. Before SM, the advertising audience received the marketers message more or less passively. “The most active element was the decision to notice or ignore an ad.”
Today, consumers investigate products, comment on them, search actively for alternatives, compare prices and share their shopping and usage experience with their peers.
Consumer souvereinty has finally become a reality and marketers better learn to adjust to consumers taking the brand domain away from them.