In the book, Groundswell: Winning in a World Transformed by Social Technologies Charlene Li and Josh Bernoff write about how social media -- blogs, wikis, Facebook -- has impacted the way customer's interact with your brands. These elements of a social phenomenon -- the groundswell -- has created a permanent, long-lasting shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.
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