Lee Odden, one of the leading marketing bloggers in the country, posted a great entry about the fundamentals of social media marketing.
Among some of his advice is a caution that the control of your brand and message is largely out of your control and under the control of consumers. If you want to influence it (or even decide if trying to influence it is a good idea), then it pays to get to know the dynamics and rules, both written and unwritten, of the medium.
It is a great article worth your time if you have a potential interest in using social networks as marketing vehicles.
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