If the 'old' brand positioning ideas presented by Keller, Kotler, Aaker, Jack Trout etc. are 'dead' when it comes to social media, what becomes the brand managers' job then? If customers essentially define the brand, what job does that give me as a brand manager?

Fine, I can listen, provide feedback and I can be an open source of communication, but in the end how do I help defining the brand? How does the brand manager interfere? In practice, how and where does the brand manger use this information intercepted from customers on social media?

Do you think brand managers have to engage on social media on the same terms as customers? Would it be possible to equate customers with companies? Otherwise, how do you avoid the 'us and them' mentality?

Is the brand manager dead or alive on social media?