SXSW 2012

If the advent of social media platforms causes brands to become publishers then what do publishers become? Whether the ultimate role reversal or just a momentary identity crisis, brands and publishers know that they don’t want to be the last to the party, struggling to keep up with the current conversation and void of “Likes.” Brands and publishers alike are now storytellers -- curators -- and seek the expertise of those who understand that social media platforms are an extension of their branding and serve the same purpose -- retaining consumers, attracting new ones and encouraging a deeper relationship. Both groups seek to create and optimize content, and better yet, deliver a seamless consumer experience with consistent, integrated advertising.