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According to Jimmy Wales, founder of Wikipedia, there are too many Indians and not enough Chiefs in the world of Web 2.0 marketing today. "There is a lot of advice about how brands should be interacting [online]," he said in a keynote presentation at Ad:Tech San Francisco today. "But, unless your brand is information dense, this highly interactive marketing is both expensive and useless."

The good news however, is that communities offer the best bang for your buck in this miserable economy and Wales sees return on investment (ROI) as an "incredible steal right now," when it comes to consumer generated media.