Getting the Word Out in High-Tech in 2009

How will high-tech start-ups like those at VT KnowledgeWorks get the word out about their products and services in 2009?
Maybe these sources will help.
The first is a 12/15/08 Wall Street Journal special section, The Secrets of Marketing in a Web 2.0 World. (Thanks to @rgeller via Twitter for the source.)
The second is a compilation from former Forrester researcher, Peter Kim.  Kim asked 14 social media pundits to make predictions for 2009.  His excerpts are quoted below from Social Media Predictions 2009 on Peter Kim's blog, Being Peter Kim.  The 23-page .pdf report is here. (Thanks to @ramskill via Twitter for the source.)
From Peter Kim:
Community and collaboration are wonderful things.

Fourteen great minds on social media have shared thoughts on what 2009 may have in store for us.  Here's some of what they're thinking:
  • "Although it is now cheaper to launch an initiative leveraging Web 2.0 technology – it requires qualified and passionate people to make them successful." – David Armano
  • "You may not always start the year as a leader, but you can certainly finish it that way." – Rohit Bhargava  
  • "Intimacy touches emotion; emotion powers conversation." – Pete Blackshaw
  • "Doors are going to close all over the social web. Why? Because the money didn't come the way people thought it would." – Chris Brogan 
  • "The tipping point has not only *not* been reached, but could still tilt *away* from Social Media." – Todd Defren
  • "There's a lot of fixing that needs to be done." – Jason Falls 
  • "Dwindling budgets suddenly make low-cost social media look like the pretty girl at the ball." – Ann Handley 
  • "We're going to develop a set of better metrics to help guide, direct and validate 'commitment'." – Joseph Jaffe 
  • "The movement is rooted in a desire to have quality, not quantity, as people cocoon in the face of the economic crisis." – Charlene Li 
  • "After a pre-qualifying wrestling match…" – Ben McConnell
  • "These will be cumulative events and interactions that will build brand loyalty for the companies that pay attention to them." – Scott Monty  
  • "The recession will force revenue results out of social technologies." – Jeremiah Owyang
  • "Companies that focus on earning love will thrive during hard times, and kick ass when good times return." – Andy Sernovitz
  • "Suddenly, being Facebook friends with your mom will seem less ridiculous than following 4,000 strangers on Twitter." – Greg Verdino  

Everyone's thoughts have been assembled in this PDF.

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