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Here is a graph* with data from Forrester Research on the participation of US online users.

The Social Revolution is here to stay. All marketers must learn to accept the challenges by customer driven participation by proactively focusing on the relationships. The tools are available to engage the customer’s voice. Beyond the story boards, focus groups, and internal discussions are the critics and influencers that for the most part, beyond the rants, do offer valid constructive criticism.

The challenge is how to leverage the relationships without being perceived as a taker. The best way to circumvent that perception is to be open and honest, ready to respond, and truly understand what people are saying about your brand. If we listen carefully, there are blind spots that could and need to be addressed.

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* source: unknown