An article in USA Today looks at the risks associated with “getting down with the kids”:

Marketers are creating Web destinations where people can leave postings about themselves and the brands — and leave e-mail addresses companies can use for communications.

“Social-networking places are megatrends that are cutting across online everywhere,” says Dawn Winchester, executive vice president of client services for New York digital ad agency R/GA. “They are at the heart of where people come together around their passions. It makes sense for the right type of brands to be engaged in that type of communication.”

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