Charlene Li, who has been named as a woman to watch by Ad Age, is a digital thought leader and the author of the best-selling book Groundswell and the newly released Open Leadership. When talking social media messaging strategy, she advises clients to “be out of control”  and once they lose this control (particularly on social media platforms) she coaches them on how to get comfortable again in the new media environment.

This morning, she spoke to a group of journalists at the PRSA conference after her keynote. Here are just a few of her thoughts on social media and the future of media.

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