2010 was all about maximizing conversation. Company blogs, facebook pages, twitter accounts, brands focused on the expansion of their digital presence. Today, in 2011 the chatter is loud; new players, new technologies, and most importantly an expected yet demanding audience, Although there are exponentially more avenues to reach the consumer, the opportunity to influence still has many obstacles. Communication has been maximized, but on a peer – to – peer level.
Users have more trust on other unknown users than institutions. The overstimulation of advertising messages has created skepticism in brands’ intentions. The question is how can companies participate in the conversation and still be able to subtly influence opinions and purchase intent.
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