Groundswell: Winning in a World Transformed by Social Technologies

Front Cover
Harvard Business Press, 2011 - Business & Economics - 332 pages
13 Reviews
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now.

When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity.

In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to:

Evaluate new social technologies as they emerge

Determine how different groups of consumers are participating in social technology arenas

Apply a four-step process for formulating your future strategy

Build social technologies into your business

Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
 

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LibraryThing Review

User Review  - jmoncton - LibraryThing

If you are in retail, marketing, or any type of business where people's reviews can impact your revenue, then this book is a must-read. The face of advertising and the consumer is changing. Whether it ... Read full review

LibraryThing Review

User Review  - NickZ1959 - LibraryThing

I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook. This author is very insightful and she knows what she is talking about. Read full review

Contents

part two tapping the groundswell
63
part threethe groundswell transforms
213
11 how connecting with the groundswell transforms your company
215
12 the groundswell inside your company
233
13 attaining social maturity
251
14 the future of the groundswell
273
acknowledgments
283
notes
287
case index
307
subject index
313
about the authors
331
Copyright

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About the author (2011)

Charlene Li is an independent thought leader and founder of the Altimeter Group. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.

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