At today's DMA talk, I made the point that many-to-many online communication, made uber- efficient via social media, is urging every organization to take note of a new reality.

• Grassroots mobilization is trumping media spend of multinationals.

• Business of all sizes is being held to higher standards of accountability, often by a vocal and well-connected "few."

• Congruity between words and deeds (in operations, customer service, product satisfaction, etc.) isn't optional.

Case in point: Unilver's dissonant brand campaigns for Dove vs. Axe deodorant I only briefly touched on today.

For an entertaining, wonderfully-written version of the full story (so far!) -- complete with illustrative video clips -- visit Brene Brown, PhD's Ordinary Courage blog.

[Disclosure: Brene's book I Thought It Was Just Me (but it isn't) is rep'd by my friend and frequent collaborator Jo-Lynne Worley. Affectionately, we refer to Brene's work as the "shame book."  Something anyone can relate to on some level.]