This work offers a summary of the book «GROUNDSWELL: Winning in a World Transformed by Social Technologies» by Charlene Li and Josh Bernoff.
Charlene Li is an analyst on emerging technologies. She is a popular public speaker and is a frequently-quoted social technology industry analyst. Josh Bernoff is regarded as one of America's most prominent and widely quoted technology analysts.
The «groundswell» is a social trend first and foremost. Consumers are using online technology - like MySpace, blogs, YouTube - to interact with, share opinions and help each other rather than being limited to the products and services which are offered by corporations.
The groundswell is literally like a flood of consumer-created information. From thousands of sources, your customers are today actively talking about your brand in ways which you certainly haven't approved, vetted or initiated. The groundswell can wash over traditional business communications and completely drown out what you would prefer to be said. In Groundswell, the authors explain how to concentrate on building the customer relationship, not worrying about the technology involved. Make every contact with your company positive and the groundswell will work for you rather than against you.
Filled with practical advice, this remarkable book will help you master the new dynamics of social media. A well-written and inspiring book for businesspeople.
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