Commentary

Enable Serendipity

If there's a truism about social media, all the panelists agree, it's that you can't predict what is going to take off.

Sure, it's usually stuff that's funny.

You've just got to try everything and enable the ability for things to take off. The users are the ones who are going to decide what takes off. Editorial judgment is just one element.

"Do stuff poorly quickly. Get it out quickly and call it beta. Don't let committees build things." -- Chris Tolles of Topix.

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About the Author

Laurie Petersen is a writer, editor, content strategist and event organizer based in Hoboken, NJ. She is a former executive editor of MediaPost and ADWEEK's Marketing Week.

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