Byline: JOSH BERNOFF
Of course you're interested in social technologies right now. One in four online consumers participates in a social network such as Facebook or MySpace. Nearly half are consuming content created in blogs, user-generated video or discussion forums. Especially if your customers are young, you need to be moving forward to connect with them in the social world-the world we call the groundswell-because that's where they're spending their time.
But this phenomenon is like no medium you've dealt with before. There are a lot of reasons, but the main one is this: The groundswell resists campaigns. You can't easily succeed by diving in and making a splash, ...