For most organizations, the benefits of Web 2.0 and Internet Marketing have yet to be realized. While everyone yearn to move beyond expensive Pay-Per-Click and untraceable SEO strategies offered by dubious digital snake oil merchants, most cannot.
Building and sustaining viral (social network) campaigns powered by an enthusiastic and responsive evangelistic customer (fan) base takes patience, careful messaging and a comprehensive strategy that benefits (buy-in) all stakeholders.
Also, proper archiving and retrieval protocols are required to extend value from the volume of digital artifacts (internal/external) generated by effective distributed (viral) marketing.
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