In their article, Patrick Hanlon and Josh Hawkins are describing the role of online social media as powerful tool towards successful branding. Companies have started to take advantage of the public's ability to use social networking system, and have invited consumers to share their vies and thoughts online. Whether within the boundaries of a companies website, or an independent source (like the Consumerist blog), corporations are engaging people in a constructive dialogue about their preferences and dislikes. The consumer market has evolved into a large group of online brand communities. Branding executives have realized the self explanatory: that consumers are the main source of information about the validity and progress of a brand. Blogs and websites where people share their opinions and experiences with consumable goods, have become very popular over the past 5 years, and the reason is simple: "I would rather inform myself about the advantages of a product from an actual consumer, rather than a TV ad, created to pursue me to buy. Companies and brands today, instead of conveying messages about their products, they let the public speak! It is a new way to identify what the consumers demand, desire and are not pleased with. As the writers of the article put it: Social media outlets provide "powerful new opportunities for company to revisit their origins". "Reaching out conveys confidence, accessibility respect and authenticity..."
Examples of companies like Apple, Haagen Dasz and DuPond are mentioned in the article.
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