There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?

Summary

This quote highlights the shift in the relationship between brands and consumers in the age of social media. In this new dynamic, people are more inclined to support brands that involve them in the process of building something, recognizing the power of community-driven cause marketing campaigns. However, the quote also emphasizes the importance for brands to strategize the next steps after engaging consumers in order to maintain their support and drive long-term success.

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