"We are in a phase where itís no longer hip to announce your new social capabilities," he writes. "You either do it, or you need to quietly learn, adapt and get it. Further, it needs to be integrated within the larger offering."
The social media conversation is turning to specialization, he says, with location technology like FourSquare on many agendas.
"So what can you do?" asks Etlinger. "One very basic thing is to be engaged with people who are at the bottom of the 'engagement pyramid'; that is, people who watch or share information rather than publishing or curating it."
Linsey Krauss of Lois Paul & Partners offered some logistical notes on SXSWi, including lines (40% more attendees were at the interactive show than last year), AT&T managing the concentrated strain on its service better than in '09, and the continued buzz surrounding Chatroulette.
Renee Blodget picked up some key tips for producing online video for viral pick-up, including one we think is too often ignored: "Embed, embed, embed," she writes. "If people can't easily embed your video across multiple platforms, it's going to be that much harder to spread virally."
"Movies can never engage like games," McClennan writes. "Movies want flaccid robots. Think about that in terms of traditional public relations or marketing, and now how PR has evolved. By making consumersí voices heard, knowing they have a stake in your brand, companies can create an emotional connection they could never create through shouting."
One example: "Large organizations in particular are often good about communicating outcomes or results in financial terms on a quarterly basis or some kind of cost related metric, but not as good about communicating impact of their efforts in human terms."