John Battelle's Search Blog Marketers: Your Role In Social Discourse Is Critical

It is alleged that social media fuels polarization, exploits human weaknesses and insecurities, and creates echo chambers where everyone gets their own slice of reality, eroding the public sphere and the understanding of common facts. And, worse still, this is all done intentionally in a relentless pursuit of profit.

A critical assumption of this early model was this: Pairing relevant advertising messaging with quality editorial was vastly more successful for marketers – particular brand marketers – than advertising messaging delivered devoid of context.

Social. People are not only individuals but also belong to communities and are members of a society. Their behaviors are shaped by those around them and by collective symbols and stories. The new target unit for brands are a community and a society, not an individual. Modern brand strategy aims to address not just “jobs to be done,” but jobs to be

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Disintermediation - If they felt that if they werent shaping the marketplace then others will do it.