Rather than trying to control content spiraling through the mediascape, enterprising businesses allow content to have a life of its own, as others repost, edit, parody, mashup or comment on it. While surrendering control may seem a counter-intuitive business strategy, content free-for-alls, with soft brand associations, can expand audiences, reach and influence.

Session Chair: Dale Peskin, Managing Director, iFOCOS

Blogged by Brooks Lindsay