21st century technology has hastened the creation of a new mediascape. Intersecting the x-axis of The Long Tail and the y-axis of James Surowiecki's Wisdom of the Crowds are bywords like UGC, viral, buzz, and influencers. But we're still in a nascent stage, one where social networking has been deployed pell-mell in the service of brands with questionable impact and value. So what's a brand to do these days?
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