Social media has allowed for unprecedented interaction between internet users, forming what is called the "Social Media Starfish" of sites like Facebook, YouTube, and Twitter where people connect and share. However, controlling conversations is difficult as quoted by Rupert Murdoch who notes media companies no longer control discussions. For brands to be successful in social media, they must learn it is a place for trading attention - the currency users have - for values, information and entertainment provided by brands, but some may misinterpret the nature of social media if they do not learn how it works quickly.

1. Social citizens
Get to know them

2. About me
Ine...

3. Engage the social citizen
Inside

4. Basic idea
“The Internet is the first thing that humanity has
built that humanity doesn’t understand, the largest
experiment in anarchy that we have ever had.”
“Media companies don’t control the conversation
any more”
Rupert Murdoch
No control

5. Social Media Starfish
Facebook, MySpace, Flickr, YouTube, Del.icio.us,
Twitter, are just a few of the many social networking
sites where the active consumer interacts.
Add to this all the blogs and forums and you have what
former Microsoft technical evangelist Robert Scoble calls
“the Social Media Starfish.”
Place for interaction