Companies can’t approach the social era using broadcast media models.
For marketers, there was much to like about the broadcast era. It was easy to pretend things were simple, even when they weren’t: general aggregate numbers and basic demographic data served were “close enough” for understanding audiences.
Now, though, media content is controlled as much by the audience as by traditional distributors. We find ourselves in the age of what my coauthors and I call spreadable media. Sharing articles, video, and other content is an everyday part of life for a significant portion of the population. “Close enough” really doesn’t work all that well anymore.
Read more from the source: Harvard Business Review