Many in my line of work will view the title of this post as heresy. Nonetheless, an admittedly unscientific look at who or what really moves the needle nowadays will likely reveal that those carefully crafted pieces of content that brands contribute to Huffington Post, sponsor on Buzzfeed, or promote on Twitter are often too ephemeral to make a meaningful (and measurable) impact on public awareness and behavior. Interestingly, the same can be said of many one-off PR-“placed” news stories, but more on that later in this post.

from Forbes – Tech http://ift.tt/1P0Ah54
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