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  • Edition: Revised
  • Format: Paperback
  • Copyright: 2011-05-24
  • Publisher: Harvard Business School Pr

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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 Groundswellis required reading for executives seeking to protect and strengthen their company's public image."

Author Biography

Charlene Li is a social media thought leader, founder of the Altimeter Group, and author of Open Leadership. Josh Bernoff is a senior vice president at Forrester Research and coauthor of the recently released Empowered, a book about how to manage in the age of the empowered customer.

Table of Contents

Forewordp. ix
Introductionp. xi
understanding the groundswell
why the groundswell-and why now?p. 3
jujitsu and the technologies of the groundswellp. 17
the social technographics profilep. 39
tapping the groundswell
strategies for tapping the groundswellp. 65
listening to the groundswellp. 77
talking with the groundswellp. 99
energizing the groundswellp. 129
helping the groundswell support itselfp. 153
embracing the groundswellp. 179
tapping the groundswell with twitterp. 195
the groundswell transforms
how connecting with the groundswell transforms your companyp. 215
the groundswell inside your companyp. 233
attaining social maturityp. 251
the future of the groundswellp. 273
Acknowledgmentsp. 283
Notesp. 287
Case Indexp. 307
Subject Indexp. 313
About the Authorsp. 331
Table of Contents provided by Ingram. All Rights Reserved.

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