“Word of mouth is the single most important thing we do in marketing,” said Curtis Hougland, founder of Attention, during the Social Media Week panelĀ “Social Media Myths: You Did WHAT? In Social Media?” (their punctuation, not ours). Most important, that is, other than facilitating sales.

Sitting on stage with execs from Percolate, Morgans Hotel Group, and Barbie, Hougland and his fellow panelists talked about a number of topics. Here are a few of the tips and ideas that the audience walked away with.

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