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GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BY SOCIAL TECHNOLOGIES

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Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful 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, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.

Using tools and data straight from Forrester, you ll 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 your future strategy

-Build social technologies into your business including monitoring your brand value, talking with the groundswell through marketing and PR campaigns, and energizing your best customers to recruit their peers

Timely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image.

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Availability

10000576

303.4833 LI g

RLC MM (Rak Buku Umum)

Available

Detail Information

Series Title

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Statement of Responsibility

Charlene Li

Call Number

303.4833 LI g

Publisher

Boston, Mass : Harvard Business Review Press., 2011

Collation

xv, 332 p. : ill ; 21cm.

Language

English

ISBN/ISSN

978-1-4221-2500-7

Classification

303.4833

Content Type

-

Edition

-

Subject(s)

Business
Buku Umum
Marketing
Social Networks
Technology

Specific Detail Info

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Other version/related

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