The internet is a great leveller, it has democratized
the marketplace. Ordinary people can
be heard on the net and can command influence if they are in touch with the masses. An unheard-of
brand, led by a team that embraces new market realities, could gain awareness and build closer
relationships with consumers without having to spend the kind of money that is required in
conventional advertising. A small political party or a small firm, in tune with the pulse of
the people, has the means to connect, and gain influence and power.
Reflect, for instance, on how a relatively unknown,
junior senator from Illinois, on 4 November 2008, became the first African
American President of the United States of America. Obama’s spectacular victory is a prime illustration of
how social media levels the playing field, balancing the power of established political institutions,
and providing an ordinary individual with the opportunity to gain influence and power.
