In today’s world, conversation is the expectation. You should build relationships with target tribes by seeding and sharing relevant content.
When was the last time you had – or triggered – a water cooler moment? The phrase seems to have lapsed into the annals of marketing history. They still happen, but perhaps we call them something else, like a meme, because now they happen more often in the digital space rather than the physical space. Those nuggets of pop culture gossip or fascinating facts and must buy items that were traditionally shared among a group around the office water fountain or pantry are now shared instantly across a virtual group over social media from a smartphone.