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