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MARKETERS NEED TO BECOME cultural anthropologists if they want to connect with people on "We take a sociological approach to building MySpace, and advertisers need to be cultural anthropologists when they're thinking about their communications strategy on social networks," said Shawn Gold, senior vice president of marketing and content for, during a keynote on Tuesday at the OMMA Hollywood Conference & Expo in Los Angeles.

Tobi Elkin captures the key takeaways from Shawn Gold's keynote at this weeks OMMA West event. Most organisations I speak with are still very much in listening mode when it comes to understanding social networking. Interesting times indeed.

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