We as social creatures are self-aggregating ourselves

That which allows us to become more social online - mobile, software, web services and communities - is also allowing us to self-aggregate in ways that define us based on our affinities and abilities. It has to do less about the technology itself and more about the connections we make.

The experiences we create as a result of those connections are just as important as the experiences that brands are trying to create for us. It wouldn't hurt marketers once in a while to embrace our own self-created experiences and do all that they can to facilitate certain aspects of our user-created conversation and participation given their resources.

flickr photo by notsogoodphotograhy