The Brands of today need to evolve as 'Social Brands'. Here's a recent presentation I created to summarize this concept:
See also: The Social Brands 100 Report from Brandwatch
What kind of cognitive changes have been observed of people engaged in a near constant use of social media?So I posted the following answer, keeping the multi-tasking angle in mind:
results also illustrate an age-old conflict in the brain, one that technology may be intensifying. A portion of the brain acts as a control tower, helping a person focus and set priorities. More primitive parts of the brain, like those that process sight and sound, demand that it pay attention to new information, bombarding the control tower when they are stimulated.
Managing two mental tasks at once reduces the brainpower available for either task, according to a study published in the journal NeuroImage. “It doesn’t mean you can’t do several things at the same time,” says Dr. Just, co-director of Carnegie Mellon University’s Center for Cognitive Brain Imaging, interviewed by Buzz About Science. “But we’re kidding ourselves if we think we can do so without cost.”
According to a Stanford study, multitaskers are “suckers for irrelevancy” according to communication Professo
r Clifford Nass, one of the researchers whose findings are published in the Aug. 24 edition of the Proceedings of the National Academy of Sciences. “Everything distracts them.”