Increasingly, consumers don't search for products and services. Rather, services come to their attention via social media.

Erik Qualman is an American author of Socialnomics Digital Leader and Crisis. Qualman has worked in online marketing and eBusiness functions at Cadillac & Pontiac (1994–97) AT&T (1998–2000) Yahoo (2000–03) EarthLink (2003–05) and Travelzoo (Head of Marketing 2005-08). While at Michigan State (1990–1994) he was named Academic All-Big 10 for Basketball.

He is also an international keynote speaker speaking on Gen Y motivation digital leadership digital media and future trends. Erik Qualman is an American author of Socialnomics Digital Leader and Crisis. In 2010 Socialnomics was a Book of the Year finalist as voted on by the American Marketing Association.