"The power has now shifted such that big companies need to be worried about one individual with a microphone called a 'blog.'"

When I first read that quote from Forrester analyst Josh Bernoff, I was compelled to ask him about what many brands may perceive as the downside to the democratization of digital media.

In this source interview for my new book, THE ON-DEMAND BRAND (available everywhere books are sold), Bernoff (co-author of Groundswell: Winning in a World Transformed by Social Technologies and the upcoming Empowered) shares his views on what brands must do to monitor and shape consumer sentiment in the age of social media.

(approx 8:49)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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