Our luncheon speaker is Mike Moran from IBM, author of Do it Wrong Quickly: How the Web Changes the Old Marketing Rules.
Mike opened with the great point that what we need to have the freedom to dip our toes into Social Media, and sip from a glass instead of drinking from the fire hose like Robert Scoble. We need to experiment and try things, becoming expert in what works for our employers and clients. Realize that most of what you do will fail, but that’s OK. Fail faster.
Now you can target even the smallest group. You can measure the results of everything you do. But the flip side is that you must change your message in response to what your customers Say (comments, blogs, product ratings) and Do (search, purchases, page views.)