people use social media on a 24/7 basis. brands mostly follow an ad hoc approach. as a result, there is too much interruption. marketing activities do not match this social environment and its rules of engagement, nor do they use it to its full potential. together with hyves, the largest social network of the netherlands, i developed a model that explains how brands can structurally apply social techniques and embed these in their organization. with this presentation, i hope to inspire them to starting using the new, social infrastructure more fundamentally by adding value instead of interruption. ingmar de lange