Social media empowers consumers to be recognized by marketers as human again, their voices amplified through an expanding array of platforms in the transparent online marketplace. Businesses are learning the value of this increasing amount of unsolicited market data, as well as the power of engaging their customers in conversation. As a result, products and services are being tailored to customers more efficiently, and businesses are able to respond quicker to issues and concerns.
How are these changes affecting web design? In order to fully leverage the benefits of this new relationship between business and consumer, websites must be designed with and for the ‘social Web’, affecting aesthetics, functionality, and the development process itself.