If 2.0 was surfing, 3.0 is swimming.

The rise of web 2.0 and the sheer volume of user generated content and outlets [Facebook, Youtube etc.] has been leapt upon by 'savvy' marketers looking to surf the wave of interest and opportunity. For many this has been successful, but, like surfing, it has meant skimming the surface of content missing out on the actual context or meaning of the content.

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