Brands that don’t get it, that don’t use Social to build consumer relationships, are now perceived as rude and primitive. But why shouldn’t they be? Rather than reach out to people, they seek to drive traffic. Instead of dazzling people with a great experience, they seek to convert users through a funnel (I don’t know about you, but I do not want to be converted by anyone, especially not through a funnel). And most importantly, they refuse to accept that their customer is their most powerful marketer. Social Commerce is the way to produce vibrant consumer insight and relationships that will have people wanting more, not opt-ing out.
Marcus Whitney, Moontoast in Why the biggest companies aren’t wiping the floor with social startups | VentureBeat

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