Jay Baer begins his social media keynote by explaining how he, like so many other individuals in society today, did not grow up with social media. However, this does not hinder them from understanding it and using it in their businesses.
The dialogue then switches to how social media transforms the realm of customer service. Social media enables consumers to reach a much larger audience than they would be able to in person. Because of this, businesses and brands become much more accountable to consumers.
When adapting to this change in business, businesses will run into a variety of problems such as verifying various online reviews to make sure they are in fact legitimate, reacting appropriately to that consumer complaint and effectively handling it. Baer's social media keynote insists that brands have to stop marketing at people, and must being to market with them, as consumers today have a certain measure of control.