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DAVID EDELMAN: Oh, very much the challenge of creating
content for so many people who are young and who have high
expectations for the quality of the content, the degree of
interactivity that they're going to have. Frankly what's
most important for young people also is their ability
to communicate back.
And so for many businesses, what they're realizing is that
it can't just necessarily be a video that they're just
putting out.
But it has to be opportunities to respond, to actually let
people post their own videos, to let people ask questions,
to get into a conversation.
And the main thing that young people expect more and more is
for brands to be transparent--
to be people, not institutions.
And that means you have to have people on the front line.
You have to have people who are talking out there, whose
faces are out there, and people recognize as
ambassadors for your brand, people who are talking on your
behalf through social media channels.
And that whole porousness of the nature of a company is a
huge part of the change, as companies recognize that the
younger population is really increasingly who they've got
to deal with.
And they are empowered with their devices.
And so it's this big move from being a brand as almost an
institution to a brand being a transparent set of people.