Holland-Mark Digital president Mike Troiano speaks at O'Reilly Media's popular "Ignite" event in Boston.

Troiano frames social marketing in the context of branding, and the evolution of marketing communications from the industrial age to the close of broadcast era. His conclusion: The true potential of social media is to create more intimate relationships than are possible through broadcast media, at a scale to impact the enterprise. He calls the phenomenon "Scalable Intimacy."

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