Technology means marketers need to expand their vocabulary

04/13/2011 | Advertising Age (tiered subscription model)

The term "social media" means different things to different people, and marketers need to develop a new vocabulary if they're to discuss the technology's effects on their trade, writes Judy Shapiro. Marketers should avoid the term "social media" and instead focus on exploring the differences between one-to-many and many-to-many marketing efforts, Shapiro suggests. That allows us to "reframe social media as a lead performer (but not the solo performer) in a bigger, newly emerging community-centered marketing system," she writes.

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