Some good takeaways from a session yesterday at Social Media Week here in New York. The common thread among social media startups to traditional icon brands is the importance of creating intimacy with consumers which builds a strong brand. Authentic and credible content is the goal. Impossible to use traditional controls in a real-time world so get comfortable with letting go. On putting brands on mobile devices. You need to ask why do I need a brand in my pocket and what utility can I bring to the mobile user. Metrics on social media and the web are unsure and the bigger questions to ask to access its value is “What do you plan on doing with the metrics?” Radical transparency. Brands as myths are breaking down through social media. Luxury brands as well as brands in general are losing their mystery.

Here’s the video from the session: