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This is awesome! I also wrote about this, but not nearly as well ;-) (see: http://is.gd/4D1Z ). I think you are exacly right and that really successful social media marketers are really taking an 'organic' approach. All of these are the same successful prinipals that Frank Lloyd Wright used for his original concept of Organic Architecture! Amazing how it applies to today's world of social media!

/colin

@Maria - thank you. I think Mark and Pinny are onto something, and was glad to be able to present their projects at the onset.

@Cece - you captured the essence. It is going to be interesting to observe and participate in what is more than just a fad, isn't it?

@Tim - thank you for extending the conversation. Yes, there are lots of moving parts. Utility/participation both need to be part of the information/entertainment equation. Food for thought indeed!

Valeria,

Once again, very useful and insightful! Thanks for the leads to Pinny's and Mark's new concepts. I agree with you that we're entering a phase of experimentation and hybridization around "What's the Idea (for X Brand)?" which is as much a challenge for the marketer as it is *to* the audience--and the brand's agencies, of course. It's a challenge addressing Utility as much as Participation, assuming everything is highly relevant and maybe even entertaining.

Thanks for keeping us all on our toes!

Tim

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