Using Social Media and Blogs to Your Advantage
http://www.iabc.com/cwb/archive/2007/0507/buchanan.htm

Buchanan, Ryan
Communication World Bulletin
2007

Abstract:

Consumers no longer have to rely only on mass media for information. More often than not, they are turning to colleagues, friends and other people they trust for advice on what products and services to buy, generally trying to avoid sales people altogether. Understandably, this is what makes social media so effective, and one of the reasons why it can have such a positive impact on your bottom line.