Rant: The Internet Killed the Traditional Marketer

This is part 4 of a five-part series. Read part 1 here. Read part 5 here.

The match that lit this was a comment Ethan Banks made in his latest anti-Klout post:

If you’re in marketing, you need a better way to discover who the influencers are. My recommendation is to engage in the communities you want to market to. Make friends with those people. Find out who matters. It’s more work, but you’ll end up with something much more nuanced and real than a Klout score. You’ll have a relationship with a human being who knows other human beings. That’s where social is *really* at. Community – it’s not just a word.

I read that, set it to stewing on a back burner of my mind, and went back to editing whitepapers. But only for so long. Continue reading

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