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August 3, 2011
Relating Through 'Social Advertising'
We can't say that we fully understand him, but Brian Solis has something important here: where people head when they head to the Web. It's no longer so much to websites and banners as such, but to interaction with other people through texts and sharing — through social networking sites. Organizations that want to reach people have, therefore, to be increasingly informed about the requirements of "social advertising."

"Digital advertising, such as banners and keyword buys," Brian writes, "long provided businesses with products to generate opportunities for clickthroughs, but these products are proving ineffective in social networks." If that's not a provocative enough statement to get your attention, we don't know what will. Read what Brian has to suggest about that.

Relational tools are clearly changing. You just don't go out and purchase ads anymore or simply post on corporate blogs. You need to be something of a communication theorist to reach people effectively.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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