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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.
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.
Price: $22.00
Pages: 352
Publisher: Harvard Business Review Press
Imprint: Harvard Business Review Press
Publication Date:
24 May 2011
Trim Size: 8.25 X 5.50 in
ISBN: 9781422161982
Format: Paperback
BISACs:
“If you haven’t read the book, I would highly recommend you buy a personal copy and read it to get a comprehensive understanding of how our world is being transformed by social technologies and how you can take advantage of it.” - Business 2 Community
Charlene Li is an independent thought leader and founder of the Altimeter Group. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.