In the interim, I'd like to introduce a new term: social amplification. Probably the most simple, effective and clear way of how social media can bring something to the integrated table.
The best example to date: Old Spice
Amplification = Loudness and Clarity. Quantity and Quality. Impressions and Expressions. You need both. You need to make sure that you maximize the impact of your marketing programs and social can help - thanks to the help of the new content creators, curators, influencers, weblebrities and conversationalists out there.
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