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"Right now your customers are talking about your products on blogs and recutting your commercials on YouTube. They're defining you on Wikipedia and ganging up on you in social media sites like Facebook. These are all elements of the social phenomenom - 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 oppoortunity."
- Charlene Li & Josh Bernoff- Groundswell
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