Social media is one of the hottest topics in Internet marketing circles. Thanks to the growth and maturing of the Internet, extended conversations are taking place among friends and strangers from every corner of the globe. In the book, “Groundswell,” authors Charlene Li and Josh Bernoff point out that organizations have no choice when it comes to participating in social media. Your organization and your brand will be a part of the social media landscape. The question is whether you'll be paying attention as it happens.

So just what does it mean for an organization to participate in social media? “Groundswell” notes there are several different ways to participate on the social web, each based on your organization's objectives. You can listen to your customers, you can talk with your customers, and you can empower those customers who are your brand champions.

The Internet has given individual customers the ability to speak powerfully to a mass audience. These conversations can have as much impact on your brand message as any other aspect of your marketing. Are you ready to listen? Callis and Associates can help you to develop a strategy to use the groundswell to further your business.

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