Matt Corey is one of those people who is so excited about the future, you don't know if or when he will stop to catch his breath today. A top CMO on Twitter, he is active in the drive towards convergence around social. Matt sees social as the place where brands and consumers will have to meet in order to optimize content and conversations elsewhere.
Until we get to that magic mountain top of peak optimization across owned, earned and paid media, brands will just have to keep diving in. It's like that lottery saying, "You can't win if you don't play." So what risk are you willing to take?