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David, Appreciate the post. Couple questions though, What role does advertising play in light of what companies can now do on their own with web marketing? Does it still have a place? -Dallin

David, Thanks for the response! Talk about a confidence boost. Btw, I just ordered "Real-Time" on Amazon and looking forward to getting into it. Cheers.

David, I absolutely have been creating content. Here's the link to my site if/when you've got a few moments (I'd love to get some feedback on it): www.dtippetts.com/blog/ I'm also agency manager at our student-run ad/PR agency here at BYU-Idaho. The thing for me is that the industry changes literally lightning-fast so it's hard to stay on top of everything especially when those who are in a position to teach are still touting around the Old Rules.

David, Long time reader, first time commenter. I love your stuff but, as a Communication student who's on the verge of graduation, I'm having a hard time getting past the assertion that my degree is going to be insufficient to do what companies need in their marketing efforts. First it was journalists can do a better job at content creation and now bond traders are better at leveraging and managing social media. Perhaps I'm missing a point here, but what happens to the PR and marketing people in this paradigm you're proposing? What's our role now?