As a consumer you are “experiencing” a Care 2.0 world. When service or a product doesn’t meet your standards – there are a growing number of options for outlets where you can post “opinion.” As business executive, you are confronted with the implications social media has on your brand when care doesn’t meet a consumer’s needs. For examples of how individuals – “citizens” - have challenged big business, rallied fellow citizens and improved consumer experiences – we recommend reading Citizen Marketers: When People are the Message.

We met recently with authors Ben McDonnell and Jackie Huba who are experts on this trend of “citizen marketing.” We discussed how social media has opportunity disrupt market and brand impressions as well as redefine customer care processes. We know that when it comes to Care – the consumer has an increased sense of “entitlement.” This book will provide insights where that “sense of entitlement” evolves into “real power” as consumers leverage social media to both advocate for – and complain about - an experience. It is changing the paradigm of how businesses interact with and market to the consumer. A good read for those who know and those who don’t know – that the consumer is now defining today’s Care standards. Click here to purchase this book.