If you ask them to network, you need to listen

06/16/2008 | Los Angeles Times (tiered subscription model)

When you decide you want to use social networking technology to connect with your customers, you need to know which group you want to engage and how you'll respond to a potential groundswell of activity. The authors of "Groundswell: Winning in a World Transformed by Social Technologies" explain what can happen if you don't plan ahead.

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