We have entered a new age of marketing.  The consumer is in control.  It’s all about the community and conversation.  Still, once every brand is on Twitter and Facebook, LinkedIn and YouTube, presence won’t be enough.  Creative ideas that encourage participation and inspire word of mouth will be the most valuable currency.   So what is creative in the social media era? We’re still figuring that out.  But Mullen’s Chief Creative Officer and Chief Social Media Officer Edward Boches has some preliminary ideas — from crowdsourcing, to viral propagation, co-creation, and digital mashups -- about how and what we need to create to market more effectively today.