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Original articles from Don Tapscott.
 
Social Media 'Vaudeville' in News Releases
Social media news releases aren't just words on paper, or don't need to be. Here's a post discussing SM news releases at the "nuts and bolts" level. They can be more like a song and dance show. A social media release, Suite101.com notes, can include tags for RSS feeds and aggregator sites, a podcast or videocast by a corporate spokesperson, links to other sites, enabled comments for a conversation on the release and other Web 2.0 techniques.

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