Only 2 in 10 merit this description. They are more active; they seek direct interaction with brands; they like associating with brands; and their networks of friends also talk about brands much more. They want news. They need feedback. And they are relentlessly discriminating. They are almost as willing as sharers to discuss terrible brand experiences online. The old direct-marketing adage of “member get member” very easily translates into member-lose-member. Alongside these sobering realities, much social marketing remains random, unmeasured and unused. FROM SOCIAL TO DEEP SOCIAL Social moves from basic, through strategic, to transformative, when tactics give way to deep insight and engaging stories at every step of the customer journey. The future lies in what we call “deep social”. Social has, in a way, grown up. It is moving from a marketing and broadcast mindset to a publishing and tailored