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Powerful PR Strategies for Success (Collection) by Deirdre K. Breakenridge, Brian Solis

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Chapter 2. Getting Started with 2.0 Research

I don't think there's enough time in a day to gather, organize, and absorb all the information you can obtain on the Internet. You have the ability to be wired with knowledge from the time you wake up in the morning until the moment you fall asleep at night. There's your home desktop computer, PDA, work computer, wireless laptop, and Apple iPhone—you can log on just about anywhere, anyplace, to find any piece of obscure information you need. Because the Web is an open source channel, and the new way to interact online is through social networking and blogging, you have greater access to more information and opinions that can be captured by brands who want to stay "close" to their customers and watch ...

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