Social media broke marketing. But in a good way. It created engaged, informed customers who quickly figured out they could learn more from each other than from the websites of corporations trying to market to them. Marketers reacted with fear by shoe-horning their old methods into shiny new channels; pouring millions into unidirectional, broadcast Facebook pages and stagnant Twitter feeds. Now marketing has broken social media. How did we manage to get it so completely wrong and what can we do to fix it?