As you know, this blog is a place for the bigger picture. It is about the future of the web and building the foundations of a knowledge civilization. That’s what excites you and me. It is not about selling chocolate bars more effectively. Or is it?   Besides my personal background and excitement with Social Media Marketing in the context of strategic brand building campaigns, I believe in a higher meaning of Social Media Marketing. It originates from my discussions with the members of Sophotec’s Executive Science Network, especially with Karen Halpert of Mastercard and her “Big Marketing” approach. In this approach, we developed a concept in that Marketing is much more than selling stuff. It is actually to core of economic value creation: aligning supply to demand, and taking care companies do what people want. Other expressions for this basic principle are customer-centric leadership, outside-in perspective and... more