“I firmly believe that more people than ever will have the opportunity to write and create, find audiences, and engage in content-enhancing feedback loops that will improve communication . » – Fred Stutzman, School of Information and Library Science, University of North Carolina-Chapel Hill Digital conversations are dynamic content that can be transmitted to thousands of people, displayed to millions of people, and can increase in value. Imagine that buyers could converse anywhere on the planet in real time. They had the opportunity to speak to other buyers around the world with similar resources, the only barrier being language and each transmission is displayed. This world is emerging today with more and more digital marketers participating and increasing the value of their networks. If what you have to say can break through the incessant noise by being more relevant and valuable, more people will be attracted and can potentially contribute to a model of shared knowledge. How does this fit into the world of the digital shopper? This eliminates unwanted risks and is perhaps the biggest brand reputation influencer introduced in the last twenty-five years. Meet them on the social media playing field and be a participant or victim of the failure to embrace a new content co-creation medium. If there's one thing that should prompt the traditional marketer to change their vision of the future, it's socializing buyer opinion, or what's been called The Conversation. Providers need to be mindful of social media. The more digital buyers who contribute to these conversations, the less risk there is for all digital buyers. Vendors may think they may be lagging behind in this effort, but if they want growth, they...... middle of paper ......e act of outbound marketing vendor of products and services is considered almost boring for a digital buyer. Our new empowered buyer is sophisticated and the fact that a vendor is constantly trying to market it with a flare gun is insulting. The digital buyer wants credible, objective dialogue with concise content that eliminates risk and addresses emotional needs they might have when purchasing. Organic, no-commitment conversation on social media fits well with the move toward long-term credibility. For the supplier, this is still a bit of a land grabbing strategy. The provider strives to earn logic-based trust in an environment that rewards it. On a tactical level, the provider begins to develop skills to participate in conversations. There will be providers who will take their time to advance on social networks, therefore one of the first to adopt