What is the " fundamental shift of power" as described by Lon Safko

With the boom of social media, the customer’s path to purchase has significantly changed. Traditional, "above-the-line" advertising, specifically done on TV, print or radio is not as effective as it was before when it comes to convincing consumers to purchase products. More and more people would resort to seeking advise and referrals from friends in their respective social networks. Consumers are wiser now given that they know they have the power to get real-time information and data simply by the act of crowdsourcing. Engaging with friends from social media networks would give them access to more genuine feedback or POV on certain products and services. What traditional advertising lacks is a venue for consumers to get immediate answers to possible questions they have on products being advertised. Consumers don’t appreciate information shoved down their throats as they know that marketers have full control of the messages being communicated in their ads. It’s too one-sided. There should be a platform for dialogue which is provided by social media. This is where the fundamental shift of power takes place as described by Mr. Safco. It’s all about engagement and two-way communication as he puts it.