Create Participate

“The days of controlling the message are absolutely over. At best you’ll be invited in and you’ll get to co-create and participate with consumers.” Wendy Clark, senior VP-integrated marketing communications and capabilities at the Coca-Cola Co., gave a presentation at the AdAge Digital Conference where she talked about how social media has completely changed the game for marketers. Though she was using her own multi-billion dollar company as a reference point, much of what she said applies to