Yesterday at OMMA Social I made a comment about how Morpheus Media would now be referring to social media initiatives as commitments, not campaigns.

In the heat of the conversation I did not realize that was I was actually doing was channeling one of my favorite figures in new media/marketing; Joseph Jaffe. While I stand by my commitment, I would like to publicly give credit to the man who coined the phrase, and acknowledge where the influence came from.

If you do a site search on Jaffe Juice for the word “commitment”, Google returns 37 posts where Jaffe mentions the word “commitment”. I imagine if Google were able to translate the Jaffe Juice podcast, the number of mentions would be a lot greater.

It is apparent that this is a notion that Jaffe is passionate about and his passion is infectious (but not Viral …I don’t want Verdino throwing up in his mouth)

Listening and reading Joe’s work over the last few years has had a profound impact on my outlook. So much so that, in this instance I quoted him without even realizing it.

Joe, I hope you know I give props where they are due and would never try to steal your thunder. I will however pass the knowledge forward (and try to do it with attribution).

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