Groundswell

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.