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Social media has changed the way brands interact with consumers.
Audiences now have a means to talk back to brands and voice their opinions; smart brands listen and respond. This has led to deeper conversations and has strengthened B2C relationships in some remarkable ways.
Today, the conversations are richer than ever and go well beyond discussing products. Brands are capitalizing on their customer relationships to make social change through advertising.
Here are a few prime examples.
Colin Kaepernick has become an icon of resistance, polarizing NFL fans and inciting venomous tweets