the next wave

What we're doing these days is sharing...our lives, our personalities, our profiles, our birthdays, our relationships, our likes/dislikes, our music, our hobbies, etc. We are building identities and sharing them with others at the same time, (not an easy task if you're in your 20s and still trying to figure out who you are), a task that Obama did perfectly with one of the most successful social media campaigns to date. Why? Because he used an integrated campaign to communicate one message: who I am and what I stand for. If only I could so intelligibly juggle Facebook, Myspace, my blog, Plannersphere, Amazon, and LinkedIn.

Brands now need to think about how to aide us in finding an identity and sharing it with others, a little weird to think about i know...