If you want an example of how this plays directly into Google results already, Li mentioned how the YouTube video called United Breaks Guitars ranks number 4 in Google when you search for united.

United doesnt own that keyword anymore, because people have lifted this video up. The synopsis of Lis book reads, Right now, your customers are writing about you products on blogs and recutting you commercials on YouTube. Theyre defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are the elements of a social phenomenon.