TRANSPARENCY
Marketers and companies who get involved in the social web will become transparent. Their profiles, interests, and activities as well as who they associate with will become an open book. Customers may begin expect to see this. As a customer I can find out a lot more about anyone I may want to buy from. Some companies with a lot of employees could have problems if misrepresented by employees so will need to oversee some of this.
NEW WAYS TO BUILD BUSINESS
By being out there and around in web 2.0 social places people with shared interests will find you. They will pick up on and relate to your communications. It may be as simple as they went to school in the city you live in or they see something you wrote and want to learn more.
Business principals always apply but I wonder how much sales could come from people finding you instead of advertising.
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