Note: This is the first part in a series.

By Allison Seifert

In 2008, Forrester Vice Presidents Carlene Li and Josh Bernoff published “Groundswell,” a revolutionary book about business and marketing in what was then the beginning of the mainstreaming of social media. Four years later, their thoughts have not only become predicative of the growing trend of social media but have become essential for understanding the greater context in marketing and public relations.

The nutshell: For practically any product or service, there are thousands, if not millions, of Internet users who would love nothing more than to become unknowing brand ambassadors and help to spread the digital word. You just need to locate and then inspire them.  Read more...

Frontline is a popular PBS documentary that deals with issues of current events, the economy, and foreign affairs. In early February, their show was about Digital Nation — children and young adults growing up connected online, whether with their laptop, mobile phone, or iPod.  Read more...

As I mentioned on an earlier post about the demographics of social media use, baby boomers are the fastest growing group on social networks.

But, what does that mean for marketers? Does it mean that they just need to set up a Twitter or Facebook page and they’ve done their job? Alternatively, will a LinkedIn page do?

The answer: it depends.

As in any sort of marketing, demographics and the purpose of communication matter. Twitter is not Facebook. LinkedIn is not MySpace. It’s not even ASmallWorld (and no, I don’t mean the Disney song).  Read more...

Social media is not the answer for everyone. More than that, the latest fad of Twitter is not the place every customer should be.  Read more...