Track I: Social Networks - The Future of Advertising, Marketing and Brand Building @ 2:15pm Grand Ballroom at Hollywood and Highlands

"Errett added that communities are affinity groups, but that successful social network communities must be authentic, and authenticity only exists where there is an emotional connection. MySpace's Gold finished by stating that those consumers attracted to social networking engage because they are seeking a sense of community. Therefore, the key to a successful social networking community is appreciation (a platform for belonging), recognition, confidence building, access and discovering knowledge."

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Building Communities Around Content Thursday, April 12 3:00-4:14p.m.

Media has always been a social phenomenon. Yet novel tools such as weblogs, social networks, podcasting, tagging, reviews, instant messaging, peer-to-peer sharing, and syndication feeds can create vibrant communal experiences around content in ways never before possible. In today's interactive world, users will increasingly expect such opportunities. Although content producers, distributors, and advertisers may initially resist ceding control to users, they too can benefit from the intense engagement that communities promote.