"Every brand tells a story," Kelly said. "And social media is the world evaluating, modifying and propagating that story. It's the audience whispering to each other during your play (or, sometimes, taking over the stage). Now that it's possible for you — and your competitors — to immerse yourself in those real-time conversations … you can't afford not to."
Listening, Engaging and Measuring in Social-Media Spaces
"Every brand tells a story," Kelly said. "And social media is the world evaluating, modifying and propagating that story. It's the audience whispering to each other during your play (or, sometimes, taking over the stage). Now that it's possible for you — and your competitors — to immerse yourself in those real-time conversations … you can't afford not to."