'Dependent web' platforms such as Twitter, Facebook, Google and Yahoo are where people go to discover and share new content. Independent sites are the millions of blogs, community and service sites where passionate individuals 'hang out' with like-minded folks. This is where shared content is often created.

In conversation marketing, you're providing a service, a continuing dialogue whose course through the Web is unknown. The more value it adds to the ecosystem, the more it will be shared, amplified and celebrated.

Consumers online expect dialogue, so pairing your brand with relevant and passion-driven topics is one of the best ways to ensure that you are engaged with key audiences.

John Battelle Quotes