iMedia Connection: The X Factor: Don't get hustled by the soc...

But what is it? Social media is merely a collection of various sites and techniques trying to get closer to the Holy Grail of every marketer: word-of-mouth transference. The difference this time is that unlike previous "hypes," it is the social infrastructure determining information, a multi-directional, multi-way chaotic conversation involving the consumer, and not the linear cascade from brand to agency to media to consumer… downward.

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Those conversations were already happening, you just didn't know about them. Embrace them and learn from your audience.

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