Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.
New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.
The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.
