Brand Marketers, Meet Social Networks: Building Communities Without Jeopardizing Your Brand

by Joe Lichtenberg

Consumer-generated reviews. Blogging. MySpace. Viral marketing. There's no doubt about it, Web 2.0 is booming. And it's putting the power of the Web into the hands of individuals. At the same time, this shift in power is wreaking havoc with marketing plans. As marketers, we are not used to relinquishing control. But what marketers are now beginning to realize, however, is that this change also unearths a myriad opportunities. ... cont'd

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