Description
This book seeks to provide a clear perspective on the social trend in which people use technology to get what they want and need from other people instead of from companies. Part one addresses the nature of the groundswell, providing information regarding why it has come about, why it will linger, the technologies involved, and a social technographics profile. Part two presents strategies for interacting with the groundswell: listening, talking with, energizing, supporting, and embracing; as well as addressing twitter. Part three examines the ways in which the groundswell is transforming companies internally and externally as well as offering information about the future of the groundswell. The book makes use of consumer data and client case studies to prepare professionals and executives for interaction with social technology. Both a case index and subject index are included. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)
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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 businessGroundswell is required reading for executives seeking to protect and strengthen their company's public image.
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