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Mastering Unreal® Technology, Volume I by Jeff Wilson, Zak Parrish, Jason Busby

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Chapter 4. Blogs: Your Personal News Outlet

In 2002, Ed Brill, an IBM Lotus Notes® product management executive, was facing one of his biggest challenges as a leader in the IBM Lotus Notes and Domino® organization. Unfounded, negative rumors about the future of Lotus Notes were swirling in the marketplace, and traditional marketing and media weren’t effective in debunking the rumors. Ed resorted to a “retail approach,” responding directly by e-mail or in person to individual customers as they raised the rumors with him.[1]

Ed quickly realized he had to find a more efficient way to get the word out, so in December 2002, Ed turned to a relatively new social networking tool: He started a blog.[2] By sharing customer experiences, sales ...

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