Koen Stevens

Answering a complaint (not necessarily solving the problem, just answering) increases customer advocacy by as much as 50 percent. Not answering a complaint decreases customer advocacy by as much as 25 percent.

Amplification is *more important* than content production i.e. marketing the article, and again this element is often neglected in an output orientated approach.

Of course you can’t pin a trend to the comment of one person but he helped articulate the idea I had been pondering: A seismic shift in how people connect to each other. People are more interested in actually communicating, instead of broadcasting. We don’t want personal and private lives merging any more and we want control over our different social circles within these messaging apps.