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I used that metaphor before, in a post that answered readers' questions about conversation - that was a while back, when I was a bigger secret than I am today ;-) It fits because it's a give and take.

What will turn up the volume is the inevitability of reputation management by conversation vs. running ads.

I often hear the objection that most of the population is not online. If you read Groundswell, you will see that many more are online than we think. People read reviews and search for information on companies online before making a purchase. They ask their friends (who may be online), etc. It's not as straight forward as the funnel controlled just by the company anymore.

"You are a partner in this dance of conversation."

That has to be the best line I have read all year!

The line between leading and following is so fine because we're still drawing it. And in many circumstances, companies I deal with hardly even know it exists.

Come to think of it, I'm not entirely sure they can hear the music.

Let's hope Brad's right, and that the falling cost in terms of effort and $$ really does turn up the volume.

Hi Brad,

I tried responding to your note and welcome you properly, but both emails bounced back. Here's the thing, I do not think that it is just about taking the order. Today, it's very much about creating demand. There are plenty of companies doing what you do in any market. What makes you different?

Getting to know you, finding out how well you support your products and services are easier (and yes, less expensive) through the use of social media.

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