5 simple rules for working with interactive agencies

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  • Define the business objective upfront, even when using new media such as social networks and viral video.
  • Bring other disciplines into the planning for interactive campaigns, including PR and traditional media, to make sure the brand message and communications are consistent.
  • Build metrics into the campaign to measure success and work with your agency to develop new ways of measuring Web 2.0.
  • Don't be afraid to try new things, but test and retest.
  • Make sure the content being developed is relevant and useful to the customer.
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