Make no mistake: The social media revolution constitutes more than just another step in the evolution of this power shift. It is really a qualitatively different beast, one with the ability to shift the power balance between buyer and seller more quickly and completely than all the previous technologies combined. As a result, social media have become the single biggest change agent the revenue process has ever experienced.
This new world in which buyers are mainly informed by social media is marked by transparency, authenticity, and agility. Accordingly, for anyone in sales or marketing, those qualities have now emerged as central to their hopes for success in brand building, marketing communications, campaign design, or sales.
Let’s explore each.