"If I am a consumer interacting with your brand in the social-media space, I do not care about you as the brand," said Joe Federer, Head/Brand Strategy for Reddit, the social-media platform specializing in content aggregation and peer-to-peer discussion.
"I care about what you as the brand can communicate about me.
"It's for me. It's not for you."
Only brands that shake off their "preciosity" and closely examine the ways to add value to a "meme" – the quicksilver bits of inspiration (or insanity) that rocket through the internet fueled by likes and shares...