We’ve had some time to get acquainted with Web 2.0 and its progeny. Slowly but surely it’s all starting to make sense. Digital tools are immersing consumers in deeper and more meaningful brand experiences. We’re rolling with the shifting platforms. We’re getting glimpses of how technology enables products to respond rapidly to market movements, especially when that product is content. This being said, no one could have predicted that a teenager — albeit an extremely charismatic one — and a handful of social media accounts would add up to the next ROI-rich media revolution.