This weekend, in the aftermath of the Iranian election, Twitter's ability to build a mass audience by virally connecting myriad micro-audiences through micro-messages has proven again to have real impact. When the Iranian police started cracking down on p
The world is small. Life is short. But brands still want to be big and have a long life. That's no longer viable. Given the atomization of audience size and behavior, they will need to "shrink," too, if they want to remain able to connect with consumers.