Fueled by a combination of popularity, curiosity, necessity, strategy, and trendiness, marketers are embracing a new recipe that injects a proactive, social approach to outbound communications and engagement - with or without all of the answers before they jump in. This approach, while courageous, has required faith, conviction, and champions who didn't necessarily have access to metrics and case studies at the SMB and enterprise level. Many of the most and also least effective campaigns were implemented as a way of learning...KEEP LEARNING!