Audiences were never passive -- we just couldn't hear them.

I began my career in television at an NBC affiliate and whenever we broadcast something that rubbed our viewers the wrong way -- we heard from them. Being low man on the team, I would hear directly from viewers -- since I answered the phone. I would relay it to the other staff members and they would -- delete the message from their voicemail box. No one else knew, so it was easy to ignore.

Social media does not allow us to ignore the direct wishes of our audiences -- engage, enrage and answer them. Marketing has always been a contact sport. We have just learned to keep the ball in our brand courts -- now it's time to share with others. PLAY BALL!!!