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We’ve all heard about YouTube, MySpace, Digg, and many other examples of social media sites. But how do marketers take advantage of it? Or cope with it? I was lucky enough today to speak at a BtoB Webinar for social media marketing for the IT industry, with Paul Gillin and Robert Scoble. If you missed the Webinar, you can at least check out my slides, Social Media Marketing 101.

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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, a leading social consultancy. Mike is the author of two books on digital marketing, an instructor at several leading universities, as well as a Senior Fellow at the Society for New Communications Research.

2 replies to this post
  1. Mike, I like your presentation very much.
    The phrase that struck me the most was “Marketers have to give up control” . I think of it this way. Marketers no longer have control. It’s been taken away from them.
    However, marketers can continue to have significant influence. And that’s what we all need to focus on. That’s what we help our clients with. Determining the strategy for maximizing influence given the radically changing landscape of social media.

  2. Agreed, Glenn. Maybe the way I should say it is that “marketers must give up the illusion of control.” You’re right–message control is already a thing of the past and marketers must realize that they don’t control a message but they can be part of a multi-way conversation.



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