Executive Summary (This is a document excerpt)

With adoption of all Social Computing technologies increasing in 2008, brands will move beyond experimentation and focus on real business impact in 2009. New technologies will arise that allow platforms including email, the Web, and mobile devices to connect with communities. Brands will start to integrate social applications with traditional marketing campaigns and revise campaigns based on social feedback. As a result, we recommend that interactive marketers start efforts now, embracing listening platforms that help monitor brand while taking advantage of the recession to gain experience with social applications.