We’ve come full circle. For most of our existence people sold things to others through one-on-one relationships. It’s only since World War II that mass media has enabled the few to sell to the many with any effect utilizing one-way communication. Now we’re going back to two-way conversations, enabled by new technologies – social media. Go beyond communicating your brand messages to customers, beyond two-way conversations between you and those customers, all the way to building a community by enabling customers to have conversations with each other.
LiveWorld’s Peter Friedman explained this to me at the start of a conversation we had that led to co-creating a BRAVE approach to social media. The BRAVE framework is from my new book, First-Time Leader. The social media implications are from Friedman. Putting them together yields a BRAVE new approach to social media encompassing behaviors, relationships, attitudes, values and the environment from the outside in.
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