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...marketers.

PMA: How do you define the phrase, "the new social media?"

Gillin: It's phrase some people use the term "Web 2.0" to define. My favorite description of it is from Stanford law professor Lawrence Lessig, who is an expert in intellectual property law. He calls it the "writeable Web." The idea is, during the first 10 years of the Web, it was basically a display medium where we put up catalogs and billboards. We surfed around and looked at things. In the last 3 years to 4 years, the Web has become a writeable medium, meaning we are now able to easily interact with each other and publish to the world in several media and formats. It really is the Web in which every person is potentially a publisher.

PMA: Who are the new influencers?

Gillin: The new influencers are people using these media tools to influence and move markets in much the same way traditional mainstream media has done for many years. Very often, these people don't start out to be major influencers in their markets; but they end up that way because of their passion and...

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