Content is the fire. Social media is the gasoline.
The entirety of the world's knowledge is in your pants right now.
There's a lot of fear-mongering about "losing control" of your brand online, when, in fact, you've got control over as much as you always have: how you present your business and how you act.
The future of marketing isn't big data, it's big understanding.
Everything ultimately comes down to trust.
Social media is the ultimate canary in the coal mine