Groundswell, Expanded and Revised Edition

Groundswell, Expanded and Revised Edition

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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: Am Evaluate new social technologies as they emerge Am Determine how different groups of consumers are participating in social technology arenas Am Apply a four-step process for formulating your future strategy Am Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.So TiVo uses the forum in three waysa€”to support its subscribers, to listentohow people use itsproduct, and totalktocommunity members who can ... customers shop; put the communitya#39;s Web address on the cover of the ownera#39;s manual.

Title:Groundswell, Expanded and Revised Edition
Author:Charlene Li, Josh Bernoff
Publisher:Harvard Business Press - 2013-12-30


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