For New Media Success, ‘Get Out of the Way’

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

NetNewsCheck, 3/21/11

To make money in the new media marketplace, companies must “align, add and get out of the way.” That was the advice Harvard Internet expert David Weinberger gave to some 500 attendees at the Interactive Local Media East conference here Monday.

Weinberger, senior researcher at the Berkman Center for Internet & Society and writer for Joho the Blog, said, “sites that suppress themselves in favor of users’ interests win.”

Consumers are wary of traditional advertising because they assume it’s a clash of interests, he added. “Old media stands between us and the product — but in social media, we are the medium.”

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