<p>In part two of our four-part series on the trends for 2014, we look at the difference between just using digital - and using digital to create true social meaning.</p><p>Do you hop on trends and digital bandwagons without really understanding how this relates to your brand? Or are you using digital to extend your business mission? It's time to cut through the delusion that people are interested in advertising wrapped in a guise of social content or that they will wait for your incredible flash experience to load, just because it took you 6 months to make.</p><p>Nowadays we're seeing a trend in business towards "mission-centric" social enterprises. These are businesses that have created a clear role for themselves within society. These roles fuel every aspect of their business and demonstrate that these brands as valuable members of a social ecosystem. The "mission centric" business structure affords compelling brand narrative, delivers genuine social impact and creates inherent social meaning. And this gets people interested and participating, talking and sharing because you now have a genuinely social brand.</p><p>So are you clear on what you have to offer your customers beyond the product you want to sell? How are you making their lives easier? How are you entertaining them? How are you making them feel good about themselves for using your brand? What is your brand's story? What is your point of view on social and cultural issues? Have you reviewed and improved your brands business behaviour and impact?</p><p><a href="http://www.simplyzesty.com/Blog/Article/December-2013/Know-thyself-Do-you-have-a-genuine-social-business-mission">Keep reading...</a></p>