Charlene Li is the founder of the strategy firm Altimeter Group and the co-author of the bestselling book "Groundswell." She is an expert on social media and technologies, and works as a consultant on issues like leadership, strategy and interactive media. Her new book, "Open Leadership,"talks about how companies can thrive in a business environment where "openness is the new normal." She was named one of the 12 most creative minds of 2008 by Fast Company magazine, and one of the most influential women in technology, 2009.
The fact that social media has become more of a mainstream activity means that businesses need to take it seriously. The days when you could ignore it are long gone.