New order

Stacey Lynn Koerner: “The fabric of real communities in American life is slowly being rebuilt with virtual threads in online communities. Those threads are the building blocks of a new social ecology in which brands can both derive critical insight on consumer experience as well as serve as markers of identity in both the real and virtual landscapes. In combination with behavioral targeting techniques, these kind of data form living consumer profiles that can be mapped in digital media and mirrored in traditional media.”