​ "The danger is not that we expect too much of humanity, but that we expect too little"

- Sir Tim Berners-Lee

      Our world has never been more unpredictable.  Networked media has created a labyrinth that has users scrambling to find the right path, a path to the golden egg of social media.  In a constantly changing networking world, consumers are on an endless hunt for ‘the answer,’ when really, the truth is quite simple: there is no magical object to find that will have all the answers; that answer does not exist. 

      What does exist is what is happening all around us.  We can identify the major trends that are occurring in lieu of the associate behaviors of society.  By watching these two things simultaneously, marketing can be pretty straightforward. The beauty and the complexity of the whole scheme, is that what’s happening is completely unpredictable.  So as a marketer, it is important to observe what’s going on, understand society and what desires are prevailing.  Sir Tim Berners-Lee once said, “the web is merely a reflection of humanity.”

      The reality of this reality is that businesses no longer know what will work best when it comes to creating their marketing budget.  This does not settle well with the business people who structure their entire marketing strategy like a cathedral. Modern marketing resembles a bazaar, and in order to survive in its spontaneous atmosphere, you just might have to learn how to, for lack of a better expression, go with the flow. 

      Now days, the social network is the most pungent resource for instantaneous happenings.  It is a labyrinth of digital content that the user must learn to navigate.  Technological change can seem unrelenting, and this is what frustrates most people.  However, all your answers are in one place.  The way you choose to navigate that place is how you will find your answers.  The more you understand society, the easier answers will come to you.  Social networking is like a thunderstorm, and the choice is yours on how to face it.  You can either hide from the rain, or you can dance in it.