The 4A's Media Conference, which opens today in New Orleans, comes at a time when understanding the links between the changing agency model, new patterns of media consumption and the role of social networks has never been more key to the industry's future, according to socialvibe President Joe Marchese, who will participate in a panel on social marketing. "No matter which area you operate in, understanding how things are changing overall will make you a better partner, client or employee," he writes.

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