The New Brand Ambassadors†

Adweek, December 31, 2007 — Remember when citizen journalism was a novel idea? Now, average people armed with video cameras, laptops and mobile phones routinely cover everything from flood and fires to violence on the streets of Myanmar. Combine this do-it-yourself movement with the idea that every thought and personal event is Facebook-worthy, and it makes sense that citizen marketing is the newest form of consumer activism—one looked at by marketers as a potential holy grail.