"Every eight mins it doubled. When it hit eight blogs I called my boss, because I thought he would be even more pissed if he saw it on the screen."
He took this as a lesson. Social media allows messages to multiply exponentially, cutting costs considerably for companies who want to get their images across.
"Would you rather have a thousand dollars today or a penny that doubles every day?"
He also explained how these networking tools helped him get interviews and the trust of people who, if he would have called out of the blue, would have probably shot him down.
"Study who’s following who, take that person out to lunch, and he might introduce you to the person you need."
He mentioned how many companies - like Ford, for example - use social media to engage and solve problems in real times, giving companies a human face.But, like Dean Saloner, he also warned entrepreneurs - or future ones, to not get caught up in the tools, and focus on the content.
Loic Le Meur, founder of a Seesmic, a web application helping to bring all the social software in one interface, and Web3 in Paris - the largest tech event in Europe. It started with 300 people and grew to 3,5 thousand. He used no traditional marketing material - just social media.
On his blog, loiclemeur.com, Le Meur posted 22 points on how to change marketing strategies along with the growth of social media. If you want a summary, the best one I could come up with is this: be everywhere, always, responding, listening - simply unwrap the entirety of your social capabilities upon your web audience.
He said that volunteering information and criticism on your own business is better than trying to make everything look perfect.
"I’d rather have people criticize our brand than not say anything," he said. "People will forgive you for not being perfect but not for concealing. If you talk about the negative parts of the company, it might make it even stronger."
"You have to identify your best fans. Its not about getting a million fans like MC Hammer, but good ones..." A soaring chorus of lighthearted 'boos' drowned out the last words. He had a point though - a thousand fans can get the word out to millions.
Yes, MC Hammer did say "Hammertime!" - twice.
The Oakland born hip hop star who coined the pants and the slippy dance moves, told us how he transformed his image through social media.
He said social media can even beat the media at breaking news, which may damage one's image. David Letterman, for example, beat the news in revealing his sex scandal, and even made the audience laugh.
But, back in the 90's, when he started seeing all these media outlets pop up, he was appalled, he said.
"Now there were two outlets for my art and that was a barbaric thought." It diminished the value of a nicely crafted product - his music for one.
"People are throwing themselves from buildings and landing on their back for views," he said.
But there's an obvious good side to being able to publish your ideas without having to go through a middleman.
"You show your idea to a guy whose wife said 'no' last night, and he says 'I dont like it' – who made you judge!" he said,
"Who says that because you don't like it, I can't show it to the world?"