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"Last week we started a series of webinars featuring our Social Fresh WEST speakers, as we lead up to the conference on September 27-28. One of those webinars was titled Stop the Social Media Shiny Object Syndrome (recorded and on demand). In an industry that moves so quickly, it is important to stay educated, to be informed about the tools available to us. During the webinar, we outlined an 8 step process for reviewing social media shiny objects."

The real opportunity, I think, is in trying to build longer arcs. Now that the cycle of new is eating itself in a race to ever-faster, there's a bigger chance to make long term change by consistently focusing on what works (and what's important), not what's new and merely shiny.