If you’re still working on figuring out search engine and page optimization, this post may not be for you. SEO and page optimization are still all about sites as destinations. That theory that says people will need to come to your place and you’ll do your best to have them stick to it. However, with social – and especially real time – we have people at the center. Their online presence and interactions create the connection, not any one specific place.

Which means that the context where your brand lives will be even more situational than it’s been in the past. All the hard work of deciding what the company or product story will look like needs to take place at the development and the service delivery stages, not just in the promotional phase. Owning your brand, it turns out, equals revealing the real core of the company – the real “it” through the real you.

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