Forrester Research recently held its Consumer Forum 2007 in the USA.

They have posted video extracts of some of the presenters. Well worth watching to listen to explanations from companies like Playboy Enterprises, MTV and Edelman PR.

The message is companies have to consider consumer engagement or conversation marketing. With social networking increasing in scope and importance the old 'command and control' marketing mantra needs to be replaced by 'let go and participate'. It is scary. It can be rough. But it can be rewarding. Ask Dell, GM and Lego.