Social media has done more than connect consumers in ways never imagined before. It has done more than challenge brands that traditionally communicate with consumers by dictating behavior in a “push” rather than “pull” strategy. Social media has also redefined the short and long-term roles of advertising agencies. Here’s why.

Traditionally brands have broadcast their messaging to consumers with the help of their strategic and creative partners, advertising agencies. This relationship operated on the long-standing premise that brands and consumers were already in dialogue when, in fact, brands played a dictatorial role.

When the Internet gave consumers access to an almost unlimited amount of information, it created transparency like never before. Rather than simply following the dictates of brands, consumers could satisfy themselves as to what they thought about a brand’s products or behavior and share their thoughts with each other. As a result, the dynamics between brands and consumers have fundamentally changed.

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