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Yet, we're asked repeatedly to create viral videos, posts, and other social objects that will trigger an endless array of retweets, pages and profiles that immediately attract fans and followers accompanied by a deafening wall of sound propelled by word of mouth. Content doesn't make something viral; people are the primary source of powering social objects across the attention nodes that connect the human network.

Brian Solis has been actively writing about new marketing and communications since the mid 90s to document how the Web was redefining the communications industry — he coined PR 2.0 along the way before focusing his efforts on the greater impacts on the future of marketing and media. He was also among the original thought leaders working to organize and define the “Social Media” movement to establish a definitive media category.

His new book, Engage, provides a deep review of the evolution of new media and how to integrate new technologies and methodologies into everyday activity. It is written for champions and executives alike in business, marketing, branding, interactive, service, and communications with a mission to help all aspects of business to the table.

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Brian Solis, Brian Solis:White Paper, Redefining Viral Marketing, social media, thought leaders, Marketing, pr, social IT, it leaders, it executives, web, it industry
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