Ever since working for Peppers and Rogers Group in the mid 90s, I have been waiting for the day when brands can have individual relationships with their customers. And the technology to enable it.
MySpace’s Jay Stevens spoke at the Forrester Conference in Barcelona [thanks Jeremiah] here is his slide
Social networking creates influence which is strongest amongst friends. Therefore social media must be in your media mix using ‘friending’ [ghastly phrase] to promote and recommend thus enabling the brand to start an ongoing relationship with the customer.