Author Douglas Rushkoff explains how companies can better engage with networked groups of people.

Douglass Rushkoff, author of the recently published book Program Or Be Programmed: Ten Commands for a Digital Age, gave a rousing keynote speech at the Pivot 2010 conference this past October. Although the event was all about marketing, branding and the use of social media to further connect with consumers, Rushkoff took a radically contrarian approach, citing all the ways that social media marketing does not work – even going so far as to say that brands have no place in the digital-social world.

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