Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies

Charlene Li · Josh Bernoff

Jun 2011 · Harvard Business Press

About this ebook

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.

Ratings and reviews

A must read for anyone understanding the impact and potential of social media on marketing and customer service. The first half of the book is very enticing and captivating with oohs and aahs. The second half is repeatitive and enforcing the earlier ideas with big brand names as examples. Overall the authors drive the point home very well, the simple fact that someone is writing this review and someone is reading it, with the action of making or not making a purchase is evidence enough of the concepts elaborated in the book.

Relevant in today's times

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About the author

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.