It's funny, after several years, countless projects, big successes and humbling failures, I still to this day stumble and stutter when casually asked:
Web Strategy, Social Media Marketing, and countless others. To me, all of these concepts are equally right in both their spirit and definition, and have each grown from the same kernel, the same source -- what I'll simply call the "messy middle."
All this being said, I suppose the answer to the "what do you do question" gets a whole lot easier when you consider the "what" part hasn't really changed that much. Now, just pray they don't ask how...
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