Excellent post on the CMA Blog today:

“…a brand’s responsibility in social channels is to actively manage the right narrative, to set the conditions for consumers—particularly influencers—to circulate the right stories….A strong brand idea is what makes this achievable….consumers are primed to accept stories that align with their understanding of the brand and reject those that seem inauthentic.”, Stephanie Myers

http://www.the-cma.org/about/blog/Social-Media-Demands-that-Brands-Take-on-a-New-Role?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+CanadianMarketingBlog+%28Canadian+Marketing+Blog%29