In this brief discussion, Bruce Philp addresses social media in terms of its current popularity as a form of communication between businesses and clients. He describes social media as a platform with which large corporations and organizations are currently obsessed. Bruce Philp believes that this preoccupation will persist if companies discover a correlation between these dialogues and the sales of their products or services.
Regardless of this, Bruce Philp believes that consumers should continue to make themselves heard on online forums. He sees today's consumers as being very powerful in influencing corporations and the ways they manage brands. It is important, however, that consumers voice their opinions, whether they be negative or positive, and that their actions match their words. Bruce Philp sees today's consumers as being able to use social media to hold companies and corporations accountable.