How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication?

What will be an ideal response?

ANSWER: A consequence of social media is the widespread shift from one-to-many communication to many-to-many communication. Instead of simply putting a brand advertisement with no way to receive consumer feedback, social media allow marketers to have conversations with consumers, forge deeper relationships, and build brand loyalty. Social media also allow consumers to connect with each other, share opinions, and collaborate on new ideas according to their interests. With social media, the audience is often in control of the message, the medium, the response, or all three. The distribution of control is often difficult for companies to adjust to, but the focus of social marketing is unavoidably on the audience, and the brand must adapt to succeed. The interaction between producer and consumer becomes less about entertaining and more about listening, influencing, and engaging.