“Today, they (marketers) are at an intersection of opportunity and challenge. Their opportunity is to become content producers on par with the mainstream media that have long been the gatekeepers. The challenge is that the online marketing world still lacks consensus on how to measure online success…

The ever-increasing influence of search and recommendation engines only raises the stakes as Google has become the universal home page, an army of consultants has sprung up to figure out how to beat the system. Marketers that hew too closely to their recommendations risk delivering boatloads of traffic to content that is, well, junk.”

Paul Gillin
Social Media Expert & Author, The New Influencers
(via B2BOnline)