The good news is that we're on the verge of a major rethinking of advertising's fundamental premises. One of the biggest challenges facing the industry is ad credibility. Consumers don't trust ads, but they do trust their friends, and telling friends about the products they use has never been so easy. Through social nets, credibility now has a channel for mass distribution.
Businesses have to be thinking about how to incorporate the social map into the way they deal with customers and prospects. This is going to be huge, and the opportunities are immediate for those who act, lead the pack, and try new strategies based upon the new social media tools/platforms available to them.
Don't wait... start incorporating a strategy to incentivize engagement with your fans, customers, members, and prospects NOW!