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The Power Shift from Brand to Consumer

Chad Pollitt from Relevance

I recently sat down with Chad Pollitt, VP of Audience at Relevance while attending Social Shake Up 2015. Chad led a panel session titled: How to Optimize Your Business for the Social Age. The panelists included, Joanna Belbey from Actiance, Erica Benton from LinkedIn and Dana Strokovsky from Discover Financial Services.

Chad Pollitt moderator at Social Shake Up 2015

A Great Conversation

This panel session was one of those conversations you wish could last for hours. The panelists discussed the evolution of social media in business, the impact that social media is having on brands and employees, as well as the impact on the culture of the modern workforce.

One panelist remarked how “marketing” is now being seen as a strategic advisor to the business in those companies with a customer-first mentality. Social media is a collection of channels that allow for random conversations and feedback from the customer.

In this video interview with Chad, he summarizes a key point discussed in this session about how the power has shifted from the brand (in the old days) to the consumer. However, the trade-off is that the brand is now collecting a lot of data from the consumer which can be used for personalized communication (marketing).

Chad and I also discussed another key take away from the panelists about the rapidly evolving role of the employee as an advocate for a brand. Of course, employee advocacy is a hot topic and we cover it from all aspects on the Social Business Engine show.

Catch my interview with Chad in the video above. Be sure to subscribe so you don’t miss future episodes of our video and podcast interviews with smart people like Chad Pollitt.

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