• by Karl Greenberg , Staff Writer, September 21, 2009

Beam me up Scotty: Accessibility, making yourself accessible. Which is different from traditional mass marketing approaches. How does someone get in touch with someone to answer a question, provide information. it's about making them accessible whether through Twitter, email. what have you. Transparency is also critical to being open. People also appreciate authenticity: people trust people like themselves. "Your brand is not my friend." I don't want a cup of coffee or car or piece of clothing to "friend" me on Facebook. I want the brand manager, designer or engineer, I want someone who can talk to me listen to me."