Agency Hill Holliday launched the website "Jerzify Yourself" in January to capitalize on the popularity of the MTV reality show "Jersey Shore" and to learn how consumers respond to social media. Ilya Vedrashko, the agency's vice president of research and development, offers some lessons from the experiment, including not underestimating the value of free media as a source of referrals and focusing on getting linked to by sites that have an active community of content sharers.

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