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We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.

The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.

The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.

We all know how the Internet has changed the lives of consumers: it's changed how we communicate, how we shop, how we meet people. It's changed things for businesses too.

The world of digital media is being transformed. A bunch of new businesses can be reinvented, thanks to social graphs, the mobile internet, and the new shopping habits of the young. Those are going to create a whole generation of cool new companies.

The rise of digital technology put marketers in a bind. No longer a captive audience, consumers were splitting their time across devices, social networks and websites.

While consumer social like Facebook and Twitter gets the headlines, perhaps the greatest untapped potential for social networking lies in business applications.

Although social media is a relatively new form of communication, it has become the primary way retailers and customers are interfacing.

The world moves fast. Business moves fast. Digital media moves extremely fast. It is far too easy to allow ourselves to be constantly blown from one trend to the next.

I think social media, it in a way forces companies to be more authentic or more transparent because it gives a voice to the consumer and a reach to the consumer that they didn't have before.