S.M.A.R.T.

If the acronym were updated to be relevant in today’s environment, it would possibly look like this:

Social,  Marketable, Accessible, Reliable, Truthful

Social:  friendly, transparent, funny, conversational, interactive, sharing and caring.

Marketable:  “It” factor:  What do you do better or differently than anyone else?

Accessible:  How easy are you to find and how responsive are you to those who find you?

Reliable:  Do what you say you’re going to do within the parameters agreed upon with the customer EVERY time.  This also requires seamless integration with your parent brand (if applicable).

Truthful:  Be the same person in real life as you are online. People can see right through hidden motives.  That’s why they research you in advance.

To fit into the new age models, most of the traditional systems have to change.  The choice is only to resist or adapt.