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Corporate 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
... for Groundswell's intended audience - managers struggling to answer questions such as "should my soap company have a presence on Facebook?" or "why isn't anyone reading our company blog?" - the emphasis on data and analytics is not a bug - it's a feature.
More Reviews and RecommendationsCharlene Li is a vice president and principal analyst at Forrester. She is the driving force behind Forrester's Social Computing and Web 2.0 research.
Josh Bernoff, is a vice president and principal analyst at Forrester Research, and one of America's most frequently quoted research analysts.
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December 27, 2009: I found this book an easy to read, easy to understand book. I think that small and large companies should make their marketing departments & anyone making decision compulsory reading. I'm re-reading it again just to make sure that I didn't miss out something the first time and have encouraged many people to read this book. Great book!! Don't forget to also read "Marketing In The Groundswell.
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October 03, 2009: Walks the reader through not only the importance of social media but learning, embracing and energizing the groundswell. The shift has been created from "Word of Mouth" to "Word of Web".