The Promise and Peril of Ubiquitous Community

As social networking moves from 2.0 to 3.0 it becomes even harder for marketers to successfully advertise using traditional methods.

In the words of Steve Rubel: "The end result is that marketers will need to shift the way they approach communities. Static advertising is no longer viable. The solution is collaboration. Marketers will need to tap these emerging social operating systems to build meaningful connections through their sites and others before competitors do.

Participation is no longer optional and the fist [sic] movers who dedicate resources will win."

More here