Why Brands are Becoming Media

Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook.

One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content.

Indeed, we are programing the social web around our brand hub, which requires a consistent flow of engaging and relevant social objects. Social objects are the catalysts for conversations — online and in real life — and they affect behavior within their respective societies.

via mashable.com