Groundswell: Winning in a World Transformed by Social Technologies

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Harvard Business Press, 2008 - Business & Economics - 286 pages
51 Reviews
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. 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; and 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.

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Review: Groundswell: Winning in a World Transformed by Social Technologies

User Review  - Jignesh Shah - Goodreads

Practical insights into how and why people participate in social technologies and how traditional companies can leverage this undeniable phenomenon. Most valuable is the discussion around how social ... Read full review

Review: Groundswell: Winning in a World Transformed by Social Technologies

User Review  - Kathryn Salek - Goodreads

This is an excellent book for understanding the phenomenal growth of social media and the way it has forever changed marketing. I especially loved that pricing for social media monitoring among other ... Read full review

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About the author (2008)

San Francisco-basedCharlene Liis vice president at Forrester Research where her focus is on social computing and consumers. Previously, she developed interactive media for newspaper companies, and was a strategy consultant for Monitor Company.

Boston-basedJosh Bernoff, a longtime Forrester vice president, created Technographics segmentation - a breakthrough classification of consumers based on how we approach technology. Josh is also known as a top TV industry analyst; he led Forrester’s research on top industry figures, their management teams, and the changes forced on the industry by devices and applications like HDTV and YouTube.

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