“Why did the chicken cross the road?”
It’s a question usually reserved for infants and comedy club audiences carrying great karmic debt, but in the changing social landscape, brands are facing their own version of the poultry problem. Social users are obviously far more evolved than chickens, but the basic metaphor helps frame a common issue facing brands these days: how can you turn natural social chatter into marketing intelligence and grow your consumer database? On one side of the metaphorical street, you have the social networks, and on the other side, you have user databases, so how do brands get consumers to cross the road? Simple: bring the sidewalks closer together.