WHAT IS IT?
It will come as no surprise to you that we’re in an age where people are glued to their devices. They tell friends, friends of friends, and complete strangers everything that goes on in their lives. Why just eat a burger when you can Instagram it as well — or even better, make a Vine video of you biting into it?
WHO DOES IT
Mommy bloggers, celebrity tweeters, YouTube gurus, your dad on Facebook: All these and more will readily give opinions about brands and products.
WHY IT MATTERS
Consumers on social media can be a brand’s best advocate. Or, its worst nightmare: the United Breaks Guitars clip, anyone? Social media is a powerful tool for brands to generate and measure buzz, and the result is a wealth of online consumer conversations.