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The Social Employee: How Great Companies Make Social Media Work by Mark Burgess, Cheryl Burgess

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CHAPTER 2The Blue Focus Marketing® Social Employee Möbius Model™

Now that the fundamental principles of branding have been turned on their head, brands can’t afford to keep carrying on with business as usual. Consumers are tired of feeling targeted, as if their only value to a brand is their demographic status. Brands enjoyed a great deal of success in the twenty-first century by targeting a specific market and then beaming their prospects a generic, one-size-fits-all advertisement. If the brands didn’t get the results they were looking for, they’d simply become more persistent with their campaigns.

Today, however, we’re well into the age of individuals. TIME magazine first heralded the dawning of this new era in 2006, when it boldly declared ...

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