Chapter 3

1. Cone Research, 2010 Consumer New Media Study, November 2, 2010,

2. Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (Watertown, MA: Harvard Business School Press, 2008).

3. “Sanuk to Release Carpe DM in Honor of Matt Sloan,” in Sanuk Blog, July 2, 2010,

4. In RoadBurn, a blog by FreshBooks, March 26, 2008,

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