There is a new circus in town. And everyone is out there.
If you are a clown, make them laugh. If you are the lion, roar on the chair and jump through the fire
But if you don't know your special act yet, don't just jump into the circus because everybody is out there. First know your part. Then go play it out.
As a brand, develop your own thoughts first. A point of view that you think the world is missing out on. Think about your own thoughts. Then maybe go social. Or not.
You can be a part of the circus. Or you could simply be the product that does its job well.