This book has been chosen by several sources as the best business book of 2008. Here is the description from Amazon
Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.
When consumers you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.
Dental practices have always grown most effectively from word of mouth. Now word of mouth extends to the Internet and a happy (or disgruntled) patient can tell not just one or two friends but thousands of others using social media.