Companies that are marketing effectively are using social media and the Web to go wherever potential customers are going and getting them to create a buzz about their products. David Meerman Scott calls it creating ``a World Wide Rave.''

How do you, as a brand or business, spark the conversation? Mercedes-Benz recently used Divine Caroline, a website aimed at women, to generate talk about its new SUV by giving it to bloggers and having them post about driving it. Skittles recently encourage people to express their love of the brand by posting photos of the colorful product on Flicker, a photo sharing site.

John Moore of Brand Autopsy advises this strategy: ``The smaller you are, the bigger you must look. The bigger you are, the smaller you must act.''

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