The introduction to this American Marketing Association webinar pretty much sums it up -- "Sales, marketing and customer service have changed incredibly over the past few years – engagement is now king. It’s no longer a question of “if” your customers are talking online, but 'when' and 'where.'"
http://www.marketingpower.com/ResourceLibrary/Pages/Webcasts/UnMarketing_Top_Tools_and_Techniques_for_Engaging_Your_Audience_Online_092711.aspx
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