Online media have definitely changed the world of PR. Instead of a collection of mainstream media outlets, brands must now also consider what the new media has to say about them.

Here’s a clip titled Managing the Swarm. Here, Tod Maffin, CBC tech-columnist and president of Four Sevens, explains just how important Web 2.0 is for reputation management, and PR professionals can adapt to it.

I met Tod last year at a Montreal Geek Dinner, so I can attest to how he’s not just a great guy, but a really smart one. He really gets it. And if you enjoyed this, you should check out this this interview Tod granted me at Geek Dinner. It’s about HR and recruiting for the Facebook generation.

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