H S Neira, a market research expert, describes the new media environment. He classifies the communication channels. Communication channels can be put in three categories — talk channels, think channels and trust channels.

Talk channels (Traditional media) Here brands talk to people. It is a carpet bombing of messages.

Think channels Here a conversation is established and so thinking is necessary. The examples are call centres, web sites, stores, sales representatives and every aspect of the company which is in touch with people.

Trust channels People talk about brands and have open brand related conversations. The examples are the traditional media in the past and now the social media.

What we are promising in talk channels is materializing through think channels. Talk, think and trust channels must work together. If we combine good messaging in the talk channel, right experience in the think, we will get the trust channel working positively with us for value creation.