Social can matter, but narratives shape our world: The impact of social media on brand management
John Ricketts and Darrell Berry Significance Systems
Social media doesn't matter as much as everyone thinks it does. That's about as close to a heretical statement as you can make in marketing today. Here is some more heresy: This is especially true when it comes to consumer engagement. What matters is the narrative around your brand and a real understanding of where the conversations that shape the narrative occur.
We learned this as the result of several years of analyzing narratives on the...