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
Groundswell is required listening 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" (The Financial Times)
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Not great narration
I enjoyed the subject matter.
Some really great case studies.
I feel so bad writing this, but the narration was terrible. The reader's intonation was not suitable. Every sentence had the same rhythm, which wasn't always appropriate. Other sentences had pauses in the wrong place. I own the paper book too, so will probably finish off reading it, rather than listening to it.
- J. Darby