"I firmly believe that more people than ever before will have the opportunity to write and create, to find audiences, and to 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 forwarded to thousands of people, viewed by millions of people, and can increase in value. Imagine shoppers having the ability to converse across the planet in real time. They had the ability to talk to other buyers in the world with similar resources with the only language barrier and every broadcast was viewed. That world is emerging today with more and more digital buyers participating by increasing the value of their networks. If what you have to say can cut through the incessant noise to be more relevant and valuable, more people will be attracted to and likely contribute to a model of shared knowledge. How does all this fit into the world of the Digital Buyer? It removes unwanted risks and could be the biggest brand reputation influencer introduced in the last twenty-five years. Meet them on the social media playing field and participate or become a victim of the failure to embrace a new medium for co-creating content. If there is one thing that should make classic marketers change their vision of the future, it is socialization of buyer opinion or what has been called The Conversation. Suppliers should be mindful of social media. The more digital shoppers contribute to these conversations, the lower the risk for all digital shoppers. Vendors may think they are laggards in this effort, but if they want growth, in reality... they are middle of paper......and the vendor's act of outbound marketing of products and services is considered almost annoying for a digital shopper. Our new augmented buyer is sophisticated, and the fact that a supplier constantly tries to market him with a flare gun is insulting. The digital shopper wants a credible, objective dialogue with concise content that eliminates risk and addresses any emotional needs they may have for the purchase. The organic, non-committal conversation of social media is well suited to the evolution towards long-term credibility. For the supplier, this is still a kind of land grab strategy. The supplier focuses on gaining a share of trust based on logic in an environment that rewards it. At a tactical level, the supplier begins to develop skills to participate in conversations. There will be vendors who take their time to get ahead on social media, so one of the early adopters