JESS3 / The State of The Internet. Why Brands are Becoming Media. Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook. One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content. Indeed, we are programing the social web around our brand hub, which requires a consistent flow of engaging and relevant social objects. They are our tweets, our Flickr photos, YouTube videos, Facebook updates and events, Delicious links, FourSquare check-ins, and blog posts. But once we introduce a social object, we must be ready to back it up with additional relevant content, and create a publishing calendar programmed specifically for each network on which we maintain a presence.
Brands Become Their Media Productive Social Media Must Be Earned Influence. Economist "Did you know?" part 4.