When I saw Seth Godin speak a few weeks back his theme was the death of top-down marketing, by which he means companies forcing you to watch commercial messages in commercial message times and places. Replacing this top-down marketing is friends telling friends.

In today’s Times, there is an article about how advertisers are using social networking sites for marketing. These sites are all about friends telling friends. What nonprofits need to pay attention to is how fast things are moving and how you simply can’t transfer your marketing to these sites and expect people to show up. You need to work it.

You can read this article here.