Brands have historically a great influence on consumers. They affect our behaviors and choices in a bigger way than we care to admit. This is less true today. In the old days of few TV channels, we were fed ads and could do little about it. Nowadays, the consumer has the power to simply skip the ads and go right into the content he wants. This has made product placement grow, but that’s another discussion.
Social media has also played a big part in raising the consumer’s voice. It’s like everyone has a megaphone they can use to vent their frustrations and, in many cases, influence brand behavior. We’re just a Facebook status or a tweet away from the brands, and from our followers. Our voices are a lot more heard today than a few years ago. Many customer service problems have been solved through the use of social media, when before they would go unheard or took a longer time to solve.
It is crucial for brands to be involved in social media. They will have a voice. More importantly, they will be able to listen to the market, and act accordingly.