07 August 2009 ~ 0 Comments

(Book) Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff


Wow. They get it. I’ve read various articles and blogs and books about social media and networking and how big businesses should be doing XYZ and maybe even EFG, but most of them are really blowing hot air. I’m no expert and I don’t pretend to be, but I can spot junk a mile away and a lot of these “experts” are pure junk.

I purchased this book in a whim. I heard about it, shrugged my shoulders, grabbed my Kindle, clicked a button and started reading it. It got good reviews, but I really wasn’t expecting such a thoroughly researched and written book. These folks know what they are doing and they have the stats and research to back it up.

I love social media. I have a very small business but I’ve managed to use parts of it to my advantage, while still having fun doing it. I’ve often wondered how big businesses handle it. It seems like such a monumental task for a company like Dell to even begin to enter the, as they put it, groundswell (which is my new favorite word, by the way!). This book gave me not only insight into how they are listening to, speaking with, etc us little folks out here, but what they are doing with that data.

Again, I have a small business, my take on social media is a little different than Dell, but it gave me a few ideas for how I can more effectively use it to my advantage. I really do think this is a must read for anyone involved in social media. Just read it, don’t think twice. Buy it and read it.

I enjoyed this so much that I purchased 2 copies to send to clients of mine that I thought would enjoy it. I don’t do that often, so I know it was a hit with me!

Product Description
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.


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