3 misconceptions about social consumer participation

The days of forcing marketing messages on consumers are numbered. Sure, it was predicted by Al and Laura Ries in "The Fall of Advertising and the Rise of PR" almost 15 years ago, but now it is truly coming to pass. Today's connected consumers are tuning out messages that are coming from brands: skipping them in favor of what their friends and family are sharing on platforms like Facebook, Twitter, and Instagram. After all, why listen to what a big, bad company is trying to tell you when you can listen to what your best friend is telling you?