Don't feel obligated to use new media tools like blogs and podcasts just because everyone else seems to use them, agencies often tell their clients. But while the same advice holds true for agencies themselves that want to use Web 2.0 tools, a little experimentation doesn't hurt.
Arketi Group principal, Mike Neumeier, says his company's use of podcasts featuring different executives "shows that we're willing to step out of the box and play with what works," but also allows prospective clients ...