A couple of weeks ago, Phil Johnson wrote a great piece on social media and the difficulties in implementing social media programs on behalf of clients. Like many of us, Phil’s agency was talking the talk, but not walking the walk. A number of new books and recently published case studies are opening client minds to this new platform for brand conversation—and as big brands make public their social media results, marketers will be challenged to make room for this channel in their brands strategy work. Everyone should start playing around!

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