Chapter Three

Social Media = Braggadocian Behavior

The second, more exciting behavioral change is braggadocian behavior. As people continue to microblog and update their status via social media, it often becomes a competition of who's doing the coolest thing. What once took place only periodically around the watercooler is now happening in real time.

Would you rather post “I'm watching reruns of Saved by the Bell” or post “Just snowboarded down a double-black diamond run at Aspen and highly recommend it for those who love Colorado snow!” Over time, each of these posts contributes to your individual brand or social tattoo.

As a society, this is a good thing. It allows people to take stock of their collective lives and what they're doing throughout the day, rather than letting years go by and looking back on their wasted youth, saying, “What did I do with my life?”

People are actually living their own lives rather than watching others. As a company, it's imperative that you produce products and services so that people want not only to be associated with your brand, but also to take ownership of it.

Social media is in.

Out: Reality TV.

In: Reality social media.

Just Do It, Did It

Nike understood how to take advantage of users' appetites for competition as well as users looking to brands for helpful tools (creators of content). That is why Nike created an avatar named “Miles” that people can place on their desktops and smartphones. Miles helps users by tracking the miles they run or ...

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