David Meerman Scott is the author of “The New Rules of Marketing and PR,” “Tuned In,” and the forthcoming book, “World Wide Rave.” Summary (David Meerman Scott) Three years ago, most companies were more interested in site usability and design for their site, not content. Marketers are still being trained that the way to get your information into the marketplace is to buy advertising and convince the media to write about you. With new media, you can technically get your message out there for zero cost.

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It’s OK to be a dork online