Technology historically pushed people away from each other, isolated them, allowed them to work independently, Laura Lang, CEO, Razorfish/Digitas Group, told attendees during the afternoon OMMA Global
keynote on Wednesday in San Francisco. Today, technology gives us the ability to connect. So when you hear the words social and media, it's important to remember the pathway it creates, an emotional
connection from the brand to the consumer.
Lang says marketers who thinks of social media as another channel for advertising are already out of the game. Think about this: 25% of the top
links in a search query returns user generated content.