Mitchell told conferencegoers they have to be willing to open themselves up to being made fun of in social media. "Not many people say great things. Snarkiness rules the day." As part of the t-shirt
campaing, he pointed out that people were also allowed to make shirts with comments post on the site, like CNN WTF. He suddenly got worried and wondered if he'd created a social marketing
Frankenstein. CNN's CMO assured him everything was cool b/c the t-shirt site was driving traffic and generating buzz.
