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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

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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By danzhanzen on 09-08-11

Great book with loads of great advice

I have listened to this book several times. Even better than other books on this topic it helps you change the way you look at your web business and plan for the future. The world is changing, this book helps point you in the right direction.

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2 of 4 people found this review helpful

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Customer Reviews

Most Helpful

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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