MASHABLE — Today’s musicians, both mainstream and indie, are using social media to connect with fans, build anticipation, and generate revenue in new and unique ways. The products range from singles to mix tapes to digital six-packs, even oddly shaped USB sticks, vinyl, and the occasional traditional album. But how are these artists reaching their new fan bases online through social channels? Much like the business world, social media promotion for musicians is still a very new game, with no exact recipe for platinum success. There are however, some innovations being put forth, and a new connection is being formed between artists and fans -- a connection that empowers both to give each other what they are looking for...

VIRTUAL GOODS NEWS — This week Boomerang Offerwall announced its entry into the ad offer space, with a new crowdsourced product that may set it apart from its rivals. Where most ad offer networks serve ad offers based primarily on location, Boomerang Offerwall allows users who've accepted an offer to rate it with a thumbs up or thumbs down. Highly-rated offers rise to the top of the offerwall so they'll be visible to as many users as possible, while poorly-rated offers will sink to the bottom or be removed outright by Boomerang. The Boomerang Offerwall also collects demographic data about users, primarily age and gender...

TECHCRUNCH — Two weeks ago on TechCrunch I posted "The Facebook Imperative," which posed a simple question, "Why isn’t all enterprise software like Facebook?" It was the next iteration of the question I asked in 1999 that spawned salesforce.com, "Why isn’t all enterprise software like Amazon.com." If you have read my book, Behind The Cloud, you are well aware how that one question launched a company, and a movement. Its been an exciting decade. But the real excitement is just starting. Frankly, I’ve been amazed by the huge amount of responses, tweets, and comments (aka "the ruckus across the blogoshere," as Joe McKendrick calls it). It only strengthens my conviction that we are about to see the greatest revolution in enterprise software, ever. Well, really, the most exciting revolution in computing, ever...

MYCUSTOMER.COM — Still looking for ways to get value from social channels? Then take note! Unilever has successfully used a social media campaign to help market test and launch a new product in the shape of Marmite XO. Marmite XO is an 'extra mature, extra strong' version of the manufacturer’s yeast spread, which is known for its 'Love it or Hate it' brand positioning and is set to go on sale to the general public imminently...

FORRESTER RESEARCH — I thought I would share a recent MROC case study from an event I highlighted in one of my previous entries. These are the main points of a presentation from Rich Keller, the global business director of Godiva. The real kicker in this story is that Godiva doesn’t even have a research department. The research fell to marketing, and one very passionate leader in Rich. He made concerted efforts to socialize his findings and his vision at every step of the way in order to convince top executives that long-held traditions about what the Godiva product is and isn't just weren't working anymore. Late last year, the company launched a brand new product extension in an effort to get people eating it every day, instead of just on special occasions. And the impetus for the launch was based off of conversations within its MROC of 600 women...