The audience is changing from a crowd that listened politely and patiently to one that is informed, opinionated and communicating — and has influence. Your brand perception is now in the hands of an army of strangers. The only way to reach audiences today "is to create media that is entertaining, informing and engaging," Kelly said. The creative you use must matter to the end users, and the stories you tell have to engage the audience and speak to experiences that touch them.
Listening, Engaging and Measuring in Social-Media Spaces
The audience is changing from a crowd that listened politely and patiently to one that is informed, opinionated and communicating — and has influence. Your brand perception is now in the hands of an army of strangers. The only way to reach audiences today "is to create media that is entertaining, informing and engaging," Kelly said. The creative you use must matter to the end users, and the stories you tell have to engage the audience and speak to experiences that touch them.