Think about it: Where do people find stuff today? They find it online. This is just as true for normal people as it is for the so-called gatekeepers. If something is being chatted about on Facebook, Twitter, or Reddit, it will make its way through all other forms of media and eventually into culture itself. That’s a fact. When I figured this out early in my career in public relations, I had a thought that only a naive and destructively ambitious twenty-something would have: If I master the rules that govern blogs, I can be the master of all they determine. It was, essentially, access to a fiat
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