When I talk to marketers about content creation and value exchange in the social space, I like to make the analogy that in order to shift perspectives it requires taking yourself out of the marketing "storytelling" world, and instead try to envision how all that information you have about your product might actually mean something to someone, or help someone outside of the theatrics of THE BRAND. There is a time and a place for branding and positioning, but to make it matter and stick it has to be reality based.
Open up and give people a reason to talk to you or about you. Facilitate the discussion. Add value to it. Listen and find out what you have that they need.
In other words… sometimes you talk, and sometimes you listen… because everyone has something to say and conversation is a two way street. Consumers have heard from brands for years; it’s time to stop talking and see if anyone is still listening.