It's not all about you. The social workshop at the Attention summit in April defined success in the social maze and how it can be achieved. Social tribes are made up of people looking to connect to one another, brands need to become the facilitators of online conversations in order to cultivate these audiences and create advocacy. No one likes push marketing, the "fit in to stand out" message doesn't work any more and brands are better off adopting a "I'm just going to leave this here" mindset when it comes to their tribe in social.