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Corporate executives are struggling with a new trend - people using online social technologies to discuss products and companies, write their own news, and find their own deals. This groundswell is considered global, it's unstoppable, it affects every industry and it's utterly foreign to the powerful companies running things now. In 'Groundswell', Charlene Li and Josh Bernoff tries to explain how to turn this threat into an opportunity.
Using tools and data straight from Forrester, the reader can 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 a future strategy; Build social technologies into the business including monitoring brand value, talking with the groundswell through marketing and PR campaigns, and energizing the best customers to recruit their peers.