As a person who frequently follows TED Talks, I find this video on Social Media interesting. It was posted on June 2009, still it provides us with a good understanding of how Social Media has changed the world.
As Clay puts into the words Social Media has have the "largest increase in expressive capability in human history".
So, the Question is not "how much effect social media in marketing will have?" but "what is the most innovative way to take advantage of this phenomena?"
This is a great video, and I highly recommend that anyone who is interested in understanding better the current transformation of the media landscape should watch it.
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