CLIENT

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Zipcar

"Our head of social media is the customer." – McDonald's

I love this quote. It might just be the best thing to come out of the Golden Arches since the McDLT. I know, unpopular opinion. But let's be real — great burger…terrible, world-destroying packaging.

Back to social media: the real power lies in audience engagement. It's always a conversation, never a monologue. Scary. Scintillating. A strategic trade-off.

While content producers have the first say in what goes up on social channels, their audience has the final say. So that can be good pub (shares, likes and follows) or bad pub (negative comments, review bombing, trolling). Or, maybe even worse, no reaction at all.

All of this just keeps content creators on our toes. Creating real connections with customers is worth the risk.