Justin Whitaker

"To be relevant today requires understanding context, popularity, and reputation. In a broadcast era, we assume that the disseminator organized information because they were a destination. In a networked era, there will be no destination, but rather a network of content and people. Topic won't be a given. We're already seeing this in streams-based media consumption. When consuming information through social media tools, people consume social gossip alongside productive content, news alongside status updates. Right now, it's one big mess. But the key is not going to be to create distinct destinations organized around topics, but to find ways in which content can be surfaced in context, regardless of where it resides. " - Justin Whitaker

"So for all of you entrepreneurs out there, here are the 7 harsh realities that you need to know if you want to be successful." - Justin Whitaker

"Simply put, it means that we are fast approaching a time where there will be a de-emphasis on the “media” portion of “social” and an emphasis on a business being socially calibrated. By this, we mean a business being more real time, adaptive, and in tune with all of its constituents (not just consumers/customers). If you want to make this really simple, you can use the word better. We believe that a socially calibrated business will be better." - Justin Whitaker

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"How can we help the average corporate marketer distinguish between these puzzle pieces, since Social Media has created such a mash-up of our thinking? Thus the Awareness Scale. It’s a simple way of thinking about how Social Media, Public Relations and Advertising fit together in an ideal way." - Justin Whitaker

"We’re building a cluster of solo players out there on the field when what is necessary is a team methodology with all kinds of touchpoints, system connectors, and deeper communications/strategy channels. I, for one, intend to change the way I present this to the large companies I work with. And though the analogy doesn’t hold as accurately for a very small business, you can understand how the integrated approach, with many hands in the social media huddle, is the better way to play. " - Justin Whitaker

"You don’t ask for the ROI of a medium. You determine if that medium/channel/approach is going to be a viable and potentially profitable place to be. Then you create a strategy. Then you look at the harder metrics of ROI over time on a tactical level, while also seeking to measure “softer” and, when possible, harder $$ returns on the use of that medium over the long haul." - Justin Whitaker