Advertisements haven’t disappeared from TV just yet, but brand wars are now taking place on a different screen. The war being waged is a digital one. No brand can ignore the power of social networks – 2 billion users in the world, an unbelievable sounding board. Social media has changed the rules of communication between brands and consumers. The digital era knows no respite, everything happens in real time, there is unrelenting exposure and interaction in terms of image and reputation.
So how can brands successfully engage with social media? Rule number one: they must be transparent and attentive to their customers. We look at how McDonalds France has managed to do so. Brands must also be exemplary and give meaning to their businesses, which is what you will discover with IBM in the U.S. And most of all, brands must be able to adapt themselves to the codes of communication inherent and particular to social media. There is a new digital language to learn. In the digital age, the future belongs to conversational brands.