There are literally millions of voices on the Internet. Blogs, Social networks, micromessaging services like Twitter, instant messaging services, email, wikis, forums, and dozens of technologies I haven't even heard of - and dozens more to come - give us all an unprecedented ability to be heard.

Marketers know the most effective advertising is word of mouth marketing. The smartest marketers know word of mouth works best when it's credible. Unfortunately, trust is on the decline. The percentage of people who view their friends as credible sources of information about a brand has fallen from 45% in 2008 to 25% in 2010, according to Edelman's 2010 Trust Barometer study.

The aftermath of UAL breaking Dave Carroll's guitar

4 min video of a guy who has found success though Cluetrain and supporting it rather than critiquing it