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You have a great example in the conversation ignited by the Motrin ad this past weekend to draw from as well. More than solving problems, I'd say we need to be open to the problem solving action - I do not think it's up to us alone, but yes, we can and should be conversation facilitators and negotiators of meaning. I look forward to reading your piece.

Funny but I am working on this concept right now and one of the things I have found by experience is that operating in social media arena one must adopt a crisis model. As we operate online we must be quick, authentic, transparent and forthcoming. And we must do more than talk, we must solve problems and contribute to the communities in which we travel as marketers/PR people.

Great thought piece here.

@Matt - that's why you need experienced communicators on the front lines, people who can handle the heat with grace and maturity. I look up to the team at Dell for that reason - they are very experienced and well rounded. The pendulum will eventually swing to the other side in the same way it seems to be doing with Government. There need to be companies and there needs to be representation - the two entities are catching up with what that means. to the public.

@Marc - taking for granted anything in communications is a missed opportunity. We need to be mindful that we see the world as we are, we filter it through our lens. Any launch is just the beginning, it's the work of stewardship, ongoing support, and conversation that really makes a difference. I think we can all say we've had our moments in the sun and those in the shade with that.

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