Social media bubble--it's like the South Seas, tulips and Fresno starter homes, all rolled into one! You, yes you, have got to plant your business's flag in all the social media.
Meaning, user-generated content. Meaning, what Clay Shirky approves of (cognitive surplus: it's a new world of labors of love, paid for in unicorn dust!) and Nick Carr disapproves of (go outside and play, you're rotting your brain!) has become required for all serious businesses.
Even those of us who are pretty sure that no one buys complex intangibles because they got 'liked' on Facebook.
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