"If you see a bandwagon, it's too late."

A great quote from James Goldsmith and something every marketer ought to keep in the back of their head, especially those of us mixing it up in the mess. It's easy to see the bandwagons for Facebook, Twitter, Tumblr and the like, and it's even easier to jump on them, but it's much harder to pick a path of your own - one that forces you to look past the rhetoric and hype and consider new products like these as the tools that they ultimately are.

Only then can you really decide where the real returns and risks exist for your brand, your client, etc...

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