In the social economy, businesses that "pay it forward" and actively employ generalised reciprocity as part of baseline engagement and communication with their audiences, increase the value and social capital of their brand in each online network with which they engage ... or so says this new HBR articlehttp://blogs.hbr.org/cs/2010/07/social_medias_critical_path_re.html...
The author maintains, if we are to successfully navigate any new media landscape, the key lies in embracing the concept of relevance, resonance, and significance: make your brand messages relevant
so they resonate
with your audience to attain a special significance
in their minds. These messages are the ones that help build a company's social media legacy whilst augmenting other, more traditional, brand-building efforts.
Interesting stuff. So that's
what we're all doing here!