The emergence of Internet-based social media has started a new kind of conversation among consumers and companies, challenging traditional ideas about marketing and brand management while creating new opportunities for organizations to understand customers and connect with them instantly. The proliferation of social media channels is mind-boggling. Publishing tools like TypePad and WordPress offer any company or customer the chance to write a blog, while microblogging on Twitter allows a rapid-fire stream of real-time commentary, complaints, and recommendations. Social networking sites like Facebook and LinkedIn bring together friends, fans, and detractors, while wikis and social news sites like Delicious.
