• 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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