April 16, 2012 by yamakashi
Mark Bonchek, SVP of Communities and Networks for Sears Holdings, has been a pioneer in social engagement since the 1990s when he received the first Ph.D. granted by Harvard on the subject of social media.
The relationship is becoming more peer-to-peer. You can see this on Facebook. With the latest changes, brand pages look a lot like personal pages. As brands become more like peers, they need to behave more like people: personal, reciprocal, and authentic. It’s the difference between being a speaker on a stage and the host of a dinner party. A good host doesn’t lecture or talk too much about themselves. They focus on sparking the conversation and connecting people. They keep the party buzzing. A social brand does the same for its community.