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2 years ago
The Social Embrace
Until now, brands have only scratched the surface of the possibilities of Connect, pulling in user-generated metadata and photos in an attempt to create a “personalized” push piece in-spite of the paradigm shift of the web to a pull-driven experiences.
Until now, most sites have relegated social mechanisms to the “Share Button” in the bottom right corner of a microsite.
So, let’s be clear — we’re embracing social networks and the social web because of the value we find in interacting with others. This isn’t about another “share button.” This is about planning social integration as a critical and integral piece of the experience. This is an opportunity to change the question “how many people shared the link to our microsite” to “how do our social mechanisms and the community interactions define our the experience?”
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