For companies or content creators to truly connect with audiences, they must understand, and be able to empathize with, those they are trying to reach. Unlikely case in point? Country singer Vince Gill.
With people circulating content through a greater number of looser ties and across many communities and platforms, companies must shift from using conversations as data to figuring out what will truly delight customers, what might turn them off, and what it truly means to be "social."
Should the plentitude of data the information age affords us be all that drives corporate decision-making? What about the ability companies now have—more than ever—to connect with their audiences in a more human and direct way? The real question is, does being dedicated to data somehow exclude more "human" approaches?