Originally posted by Chris Shannon of the Cape Breton Post.

SYDNEY — Tackling the world of online marketing in an ever-changing environment means shaping the right communications strategy to learn as much as possible about your audience and what they expect from you.

Organized by Nava Marketing and sponsored by Innovacorp, Nova Scotia Business Inc. and the Cape Breton Partnership, the Social Media Sydney conference Friday brought together about 140 entrepreneurs, marketers, communications specialists and post-secondary students to discuss how a company can stand out from the crowd and get noticed, and eventually make money.

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