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Publisher's Summary

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.
©2011 Charlene Li, Josh Bernoff (P)2011 Gildan Media Corp
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Critic Reviews

"..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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Customer Reviews

Most Helpful
3 out of 5 stars
By ao on 02-19-18

I can't

so....just know that the author is narrating and he is TERRIBLE and has a lisp..IM SORRY, BUT it's very distracting, and it would be ok if the rest of the reading was good, but he reads like he just learned to read today. I have to constantly rewind because I zone out or I wonder why someone with a lisp would narrate an audio book...I just can't. I'll finish it somehow, the content is great. But be warned, the audio book sucks. If you can, just read the book.

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5 out of 5 stars
By Jade Haron on 12-31-16

Excellent Read

As a student working on my Masters in Social Media Marketing this book showed me how important the Groundswell is important for all types of business aspects from the small home business to corporate. This is a fantastic read!

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Customer Reviews

Most Helpful
4 out of 5 stars
By J. Darby on 03-06-17

Not great narration

What made the experience of listening to Groundswell - Expanded and Revised Edition the most enjoyable?

I enjoyed the subject matter.

What did you like best about this story?

Some really great case studies.

How could the performance have been better?

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.

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