If you think you control your brand message, you may want to evaluate recent data from 360i that claims 77% of the listings on popular networks are controlled by a source outside the company. One interpretation of this outcome is that the consumer is still the king, perhaps more so. If this topic interests you check-out the complete article @Mashable.
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About Joe Hackman
In Joe's day job he helps manufacturers implement CIMCO Software. Living in the Sierra Foothills, blogging at least 1 time per year. ;)