Groundswell

Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that 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.

• In our class we're reading the book Groundswell. It explains social media and how you or your company can use it to your/their benefit. The book's website and blog are great tools to get advice! 
• http://blogs.forrester.com/groundswell/