The document discusses trends in customer media, including that people are always online and mobile, value opinions of others over experts, and organize in groups to share influence. Brands are listening more, facilitating dialogue more, and moving their focus to engaging with customers as friends. What others think somewhere is more important than what experts say. Reviews and customer service are important. Brands must invest to develop the same qualities in communication that make people pleasant conversation partners like being open, honest, and trustworthy. Customer media is becoming more about content marketing and multi-platform communication. Brands should be where their customers are with relevant, authentic, and creative stories across print, digital, apps, and more to be personalized, relevant, localized,