Published by Harvard Business Review Press
In the bestselling book Groundswell, Charlene Li and Josh Bernoff defined "the groundswell" as a social structure in which technology puts power into the hands of individuals and communities, not institutions. With thorough research and compelling examples, the book identified the components of this shift and recommended the best ways to build a meaningful company strategy for social media.
In the three years since the book was published, companies have begun to take full advantage of Facebook, YouTube, Twitter, and LinkedIn on devices of every shape and size.
This expanded, revised, and enhanced edition addresses the latest developments in social media, and gives you the tools you need to understand and apply that thinking in a successful strategy for your own organization. Perfect for readers who bought the original book and need tools and an update, or those who are new to the groundswell, this enhanced edition includes:
- Updated data from the authors’ work at Forrester Research on how customers use and perceive new media
- Two new chapters demystifying Twitter and assessing your organization's level of social maturity and where you need to go next
- Two powerpoint presentations that you can download, customize, and share with your colleagues
- Live hyperlinks to the blog posts, tweets, videos, and other media mentioned in the book to show you what companies are getting this right and how – and what happens if you don’t
- Examples of videos discussed in the book
Charlene Li is a social media thought leader, founder of the Altimeter Group, and author of Open Leadership.
Josh Bernoff is a senior vice president at Forrester Research and coauthor of the recently released Empowered, a book about how to manage in the age of the empowered customer.