Strength from the crowd...

...Groundswell is rising. The social phenomenom pushes through the internet and creates a permanent shift in the way the world works. Writing about products, profiling companies and co-branding your reputation is as easy as watching television.

Welcome to the customer´s age. Listen to your audience!

Google about groundswell

Book recommendation (I´ve bought it in an airport bookstore in the US):

groundswell
winning in a world transformed by social technologies
(Forrester Research, Charlene Li & Josh Bernoff)