Groundswell: Winning in a World Transformed by Social Technologies
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.
What people are saying - Write a review
LibraryThing ReviewUser 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 ReviewUser 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
part two tapping the groundswell
part threethe groundswell transforms
11 how connecting with the groundswell transforms your company
12 the groundswell inside your company
13 attaining social maturity
14 the future of the groundswell