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  • Groundswell, Expanded and Revised Edition Winning in a World Transformed by Social Technologies
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  • Groundswell Expanded and Revised Edition Winning in a World Transformed by Social Technologies
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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies

Rating: 
Amazon Price: $22.00 $10.17 You save: $11.83 (54%). (as of November 20, 2017 1:49 am – Details). Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on the Amazon site at the time of purchase will apply to the purchase of this product.

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.

Product Details

  • Paperback: 352 pages
  • Publisher: Harvard Business Review Press; Expanded and Revised Edition edition (May 24, 2011)
  • Language: English
  • ISBN-10: 1422161986
  • ISBN-13: 978-1422161982
  • Product Dimensions: 5.6 x 0.9 x 8.3 inches
  • Shipping Weight: 12.6 ounces

Customer Reviews

It’s ok.

2 people found this helpful.
 on November 7, 2014
By Eddie B.
I had to read this for college. It was a good book for me though as I am in the web development business and it is important for me to understand some of the social media concepts out there.

The audible doesn’t match the book exactly… Stats are wrong.

 on September 16, 2016
By F. Hernandez
Update below my initial review.

Some good content. Will go back and review the book …

 on August 10, 2017
By N.H.
Required reading for a grad school class. Some good content. Will go back and review the book at a later time to learn more.

got what I needed!

 on September 5, 2017
By Ms D
Exactly the book I ordered with a little highlighting from the previous owner. It’s all intact and ready to be used.

In The Groundswell Whether You Like It or Not

 on July 20, 2011
By Judy Gasperini
“Groundswell” is a social trend where people use social technologies to get what they need.

Timeless book on social media

2 people found this helpful.
 on June 3, 2011
By Sharad Gupta
Groundswell is an excellent read for anyone involved in the social media strategy and implementation. The book lays out a consumer segmentation model (social technographics ladder) that can be used to segment and understand the consumers of the social media. A company needs to understand the existing and evolving social technographics profile of consumers to choose appropriate social media and engagement strategies (listening, talking, energizing, helping, embracing). The book also proposes a four-step process for developing a social media marketing strategy – People, Objectives, Strategy, and Technology (called POST). The book has many case studies and insightful analysis of the power of social media. Although the social media technologies will continue to evolve rapidly, one must understand the bigger picture and the business use cases (in areas of customer research, marketing, sales, customer support, and new product development) in order to leverage the immense power of social media.

Five Stars

 on October 19, 2017
By Lia
Came new no issues.

Groundswell a great read for PR/Marketing professionals

 on September 5, 2014
By JJ
Great book and reference for understanding the groundswell phenomena. I highly recommend it to any PR or marketing practitioners out there looking for more insight on how to tap into the love groups for products and services they are endorsing.

Five Stars

 on May 4, 2017
By Alex Mauro
Teached me well

Focus on the relationship first, then match the technology.

 on October 12, 2009
By Vincent Fry
Groundswell is relevant in part, because it reminds readers to focus on the relationship first and then match the technology. It is a great place to start if you want to wrap your arms around social networking. The coolest part for me about this book is that it gave me an opportunity to use a bunch of the new media techniques I have recently adopted.
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