Harvard Business Review explores how brands are building successful and unsuccessful presents on social networks. With the power shifting to consumer it has become even more important to listen and engage with them. Facebook and Twitter gives a platform that brands are able to commincate with their customers instantly. Allowing successful businesses on social networks to be able to adopt their business quickly to their consumers demands/feedback but to keep the consumers in the loop.
The article mention a term called "Ethnographic Research" which researching how brands interact within consumers lives which allows the brands to understand their customers and cultural phenomena in depth. This allows a two a way conovatation to occur between the two parties allowing the ordinary consumer to be heard.
Why do people want to join up to brands? The business review suggests that their needs to be two key standards for the audience and thats to be enjoyable and to be able to take something away from it.
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