Why are some brands able to be at once both global and local — to successfully seize the energy of grassroots movements and at the same time leverage corporate assets on a massive scale — while others only come off as artificial and pandering? The web did not invent community-driven brands – just think of Harley Davidson — but technology has surely made the strategy more popular. These days, it’s pretty easy to interact with consumers directly. Yet that’s exactly the problem. All too often, when marketers talk about their “social strategy,” they really mean a digital marketing strategy implemented on social platforms, rather than using social dynamics to benefit their business. Get the full story at Harvard Business Review