As noted in the previous post “Lead or follow, it’s time for Action,” successful organizations of today are moving beyond just the practice of Price, Product, Promotion, where each of these fit within the bottom two levels of needs. Forward thinking companies engage people as a community. The “Social Web” is about social identification, branding and emotions: Love/Belonging, Esteem and Self-actualization.

Social media is about building relationships… Applying Smart Social Media is about building meaningful and authentic relationships that build trust and ongoing dialog.  Keeping your cause at the top of your audience requires thinking creatively and strategically. Brand ambassadorship is a crucial ingredient that helps you to form relationships with your audience so that they [...]