Groundswell: Winning in a World Transformed by Social Technologies by:
Charlene Li,
Josh BernoffCorporate executives are struggling with a new trend: people using
online social technologies (blogs, social networking sites, YouTube,
podcasts) to discuss products and companies, write their own news, and
find their own deals. This groundswell is global, it s unstoppable, it
affects every industry and it s utterly foreign to the powerful
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,
Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn
this threat into an opportunity.
Using tools and data straight from Forrester, you ll learn how 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 including monitoring your brand
value, talking with the groundswell through marketing and PR campaigns,
and energizing your best customers to recruit their peers
Timely
and insightful, this book is required reading for executives seeking to
protect and strengthen their company s public image.
"Groundswell
is jammed with big ideas, useful stories, and quotable stats. This is
the new industrial revolution. Are you on board?"
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