Jackie Cooper, London

With over 133 million blogs, 100m users on Facebook, over 6 milion on Twitter and over 100million on You Tube (in the US alone) it is clear that audiences have fundamentally changed how they absorb and share information. Newspaper circulation is down as we increasingly take our news online and papers are changing from being the source of news to being the carrier of views, while magazines fight for sales via ever more controversial celebrity headlines. So we all are aware that behavior is changing. And that anyone, or any company, have the channels now to put out their own information out to the world exactly how they want it and when they want it.

What an opportunity. And what a challenge. And what a crowded, competitive, confused space. For while companies and people are being ever more creative and enthusiastic about posting everything about their offer, their lives, their latest events….who is listening?

In the words of Edelman’s esteemed social nework guru, Steve Rubel “Who is curating the art from the junk?”

This presents a brilliant opportunity for brands. Brands still represent an identity for consumers. Consumers choose brands that say something about themselves, their lives, their aspirations. There is a promise from a brand that it will deliver a certain experience, a specific image – and effectively give endorsement to the consumer. There is an editing of products courtesy of the brands that we choose, leaving us with a relevant offer, and an identification of experiences that we relate to. What the brand represents is as important as what the brand offers. And so the brand experience is just as important as the product offer from the brand. And the emotional aspect is even more important in many cases, than the actual product.

And so while brands enjoy this role with consumers, this should be driving how brands communicate in this wild west, noisy world. They have the power of their profile and their emotionally engaging platforms to reach their audiences with credibility. They need to reach out and find their communities – fishing where the fish are, as Marshall, our head of Digital says here in London – and tagging, engaging, courting target consumers by going to them…not expecting consumers to fall over a site where they are.

Brands must create compelling content, engaging experiences and inspiring news and take it to their consumers. Smart brands will exploit this opportunity to further engage with their audiences, breaking out from the noise and ensuring that their relevant messages are being listened to, deepening their relationships with their public and rising above the competition. Brands are the new editors. Brands need to be the curators.