Social media changed everything -- or did it?

Corporate branding has been completely upended by the use of social networks, writes Judy Shapiro. Marketers are becoming content producers and publishers, and instead of simply renting access to consumers through advertisements, they're building genuine relationships with consumers and communities. Still, counters Pete Blackshaw, the basics of good marketing remain the same as they ever were: trust, patience and emotional bonding. "Think tears, not tweets," he argues. "Social media and digital marketing will only succeed ... if we ground it in deeper, more established marketing truths."

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