How to use and measure Web 2.0 applications were key topics at the Online Marketing Summit last month in San Diego. More than 450 senior marketers delved into online strategies-from leveraging social networks to creating new metrics for Web 2.0 technologies-during three days of keynote sessions, hands-on workshops and roundtable discussions. During an opening keynote panel entitled "The Business of Social Media," Paul Mart-son, senior manager of corporate marketing at Cisco Systems, said his company is involved in three levels of social media.
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