This item by Louise Marsland entitled 'What is your brand's narrative' appearing in BIZCOMMUNITY is my nominee for social media story of the year. It's nothing fancy. It's just everything you want to know and ought to know about World 2.0 and what you have to do to keep your brand alive and safe and moving forward.

Here's just a short excerpt to entice you to link to the article and read it top to bottom:

The power has shifted from brands to their consumers. And if you're still not convinced, have a look at these stats - these are your new consumers - local research undertaken by Thinking Viral has shown that the life of a 12 - 24 year old looks something like this:

They will never read a newspaper.

They will never own a landline phone.

They are tired of watching TV on someone else's schedule: they are getting used to PVR / Tivo or downloading their favourite TV show episodes from the Internet.

Community is the centre of their Internet experience: 87% surveyed already have a social networking page; 50% of those surveyed are on MySpace; 82% are on Facebook, with 60 - 70 contacts and over 50% have over 100 'friends' listed on Facebook.

They trust unknown peers more than the experts.

They have little interest in the information source. So much info is being pushed - they are using online aggregator tools to receive and filter their content. They are using RSS to read the news.

They can consume 5.4 different media channels at the same time.

Most importantly: they want to be heard.

I know, I know... you want to know how. You want assurances there is no risk. You're worried someone may say something unkind about you. You're not sure you have anything to say. You don't know if you can invoke the services of your agency...etc. etc. etc. You'll find answers and advice on all of that and more in Ms. Marsland's feature.

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