With the ability to closely follow companies on Facebook, Twitter, and other social media sites, consumers are becoming increasingly invested in and connected to their favorite brands.
"Consumers now have higher expectations of what a corporate brand is and what it does than ever before," says Carline Jorgensen, MD in the brand marketing practice of Burson-Marsteller Los Angeles. "Social media has created this incredible open forum that leads to debate, discussion, and opinion sharing, so there's a greater opportunity ...