Shortly before Facebook’s turbulent IP “uh oh”, GM announced that it was pulling its $10 million advertising budget from Facebook. Controversy erupted. Accusations ensued. Camps divided into three factions, those who support GM, those who support Facebook and those not yet ready to take a stance either way, but are paying attention.
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We are entering the beginning of the end of the destination web as we have known it. Consumers increasingly spend time in social networks and less in their email inboxes and visiting traditional websites. As such, brands continue to race to social media sites in the hopes of connecting with consumers when their attention is focused on conversations relevant to those brands. Part of the challenge however, is earning the attention of consumers not just once, but also building a relationship with them over time.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.
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