As someone who works in web design, branding & social media, this is an issue that I regularly experience with clients. When designing a site, it can be a challenge to help business owners understand that what we are creating is not just a collection of nice-looking pages that load quickly on mobile devices, but an experience that is meaningful to the community they are hoping to build around their brand. The same is also — or perhaps especially — true of social media. While it may be tempting to push out ad after ad after ad to your followers, that type of interaction does nothing to engage or provide knowledge to your community of customers. So it’s interesting to me to see a shift in the way that “customers” are identified, wooed, and treated almost as friends within many companies’ social media spaces.