With social networks like Facebook transforming the way companies communicate with consumers, it's time for the ad industry to get its head out of the sand.

Credibility now has a channel for mass distribution. It's called the Web and it particularly thrives in social networks. Such distribution will have profound implications for how we "advertise."

Obviously, we can use social networks to reach friends. But social tools woven into various sites can deliver the opinions and reviews of a group—"people like me"—whose views may be just as credible as those of my friends.

Source: Business Week Link Below