Price: $22.00 - $12.59
(as of Feb 05, 2025 13:09:25 UTC – Details)



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 reading for executives seeking to protect and strengthen their company’s public image.

ASIN ‏ : ‎ 1422161986
Publisher ‏ : ‎ Harvard Business Review Press; Expanded and Revised edition (May 24, 2011)
Language ‏ : ‎ English
Paperback ‏ : ‎ 352 pages
ISBN-10 ‏ : ‎ 9781422161982
ISBN-13 ‏ : ‎ 978-1422161982
Item Weight ‏ : ‎ 12.3 ounces
Dimensions ‏ : ‎ 5.5 x 1 x 8.25 inches

Customers say

Customers find the book informative and well-written, providing practical case studies on social media. They find it an excellent read for anyone involved in social media or thinking about it. The material is good and intact. Opinions differ on the pacing – some find it simplistic and effective, while others feel it’s oversimplified.

AI-generated from the text of customer reviews