Here Comes Everybody
Clay Shirky discusses his book, Here Comes Everybody: The Power of Organizing Without Organizations.
Earlier, Shirky wrote:
Businesses need to know that the old simplicities of dealing with their customers are disappearing, because customers are now able to coordinate their actions in groups. The old model of engaging with your customers involved two modes -- en masse and personal. Messages were sent out over mass media, in hopes of affecting the behavior of individuals.
Now, thanks to social media, customers are part of active groups, groups that form and dissolve quickly in response to people's interests or needs -- most messages in this media flow within social groups, rather than from businesses to individuals.