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The Past Is Prologue: 4 Cases For An Old Approach to New Media

Jonathan Salem Baskin

January 19, 2011

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"Perhaps what we're experiencing isn't an exception to the experiences of past generations, but rather another opportunity to do things we human beings have always done... only faster, more broadly, etc. Certainly our technology is also contributing novel changes to how we live, but I wonder if those instances are circumstantial to the more fundamental behaviors that prompt them. Applying these lessons of history to today's social media planning might yield better (or at least different) insights, and ignoring this knowledge leaves business leaders bereft of an extensive track record of what works, what doesn't work, and why. In fact, history provides antecedents for every behavioral, cultural, and commercial quality we ascribe to our latest social media technologies ... "

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