The Dawn of the Social Consumer | Fast Company

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What may sound like buzz words or mere hype, is actually the beginning of the end of business as usual. Welcome to the rise of the social consumer and a new era of social commerce. Look at the picture above and think about how physical and online stores can integrate the social graph into the shopping experience right now. The possibilities are limitless and we can introduce everything today.

From online to offline to online again, social consumers are checking into businesses, fusing online and offline engagement and influencing behavior and decisions in the process. These increasingly important acts of social exchanges are gaining in value and delivering benefits for both sides. As a result, social consumers now expect to be rewarded for their role in the socialization of your brand ... and rightly so.
Rumors are already swirling that the recently launched Facebook Places geo-location service will soon encourage businesses to offer deals in exchange for check-ins.