Born to Blog: Author Mark Schaefer Talks to Marketing Smarts [Podcast]

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3rdPlanetMediaBlogging“The biggest challenge I see for the enterprise-level blog is that companies have been conditioned for decades to advertise, and that’s what they’ve been rewarded for, and that’s so easy: You give money to an advertising agency, then you step back and wait for something to happen. That is not the way the social web works….And yet what we’re trying to do is force what we’re comfortable with—which is broadcasting and advertising—into this new channel, and it’s not going to work…[Companies need] to find that humanness, that authenticity, that voice…or [they’re] not going to connect.” More>>>

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