of mouth. But technology just makes it much easier and more scalable for opinions to be formed quickly and perceptions to be influenced. Social media, developed through web 2.0 products, now redefines customer communications. Social Media defined and utilized The HHH campaign began with an intense "listening" activity to understand what the target audience was saying -- positive and negative -- about Microsoft. By tracking the conversations taking place on the Internet using tools such as Visible Technologies' TruCast, Wunderman can determine the actual language customers use, plus the volume and tonality (or sentiment) of conversation taking place on certain topics, such as what IT professionals were thinking about the upcoming new version of Windows Server. The tool also maps the blogosphere to uncover who the most influential conversationalists are, so that those bloggers could be closely tracked and engaged in order to gain scale. That insight is then applied to the development of marketing campaigns. While the positioning strategy had been developed for HHH prior to commencing the conversational monitoring, the insights uncovered by the listening tools did inform a targeted engagement strategy for reaching key influential bloggers and the development of social network activities. By engaging with different types of social media -- from blogs to social networks to user-generated content aggregators, Microsoft was able to enter into conversations that shifted perceptions and changed behavior. What we found during the HHH campaign was that when a message or content resonated, social media enabled the rapid spreading of that