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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies Paperback – May 24, 2011


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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: 8.3 x 5.6 x 0.9 inches
  • Shipping Weight: 12.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (49 customer reviews)
  • Amazon Best Sellers Rank: #42,171 in Books (See Top 100 in Books)

Editorial Reviews

Review

“If you haven’t read the book, I would highly recommend you buy a personal copy and read it to get a comprehensive understanding of how our world is being transformed by social technologies and how you can take advantage of it.” - Business 2 Community

About the Author

Charlene Li is an independent thought leader and founder of the Altimeter Group. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.

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Customer Reviews

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Listening to the groundswell is critical to engaging it.
cksyme
This is a great book for anyone who wants to understand social media and how to build a social media strategy.
Alexandra
This book is a must read for marketing and business professionals.
Christine Fife

Most Helpful Customer Reviews

14 of 16 people found the following review helpful By Yosem Companys on March 7, 2013
Format: Paperback
First, the positive: The authors list many of the social media technologies available at the time of publication and provide decent statistics on social media usage. The problem is you could get the same statistics and more for free by reading a Pew report.

There's plenty not to like in this book:

First, the authors appear to have groundswell tourette syndrome. Just as Rudy Giuliani can't get through a sentence without mentioning 9/11, the authors can barely go through a chapter without mentioning the word "groundswell." It's as though the authors took a bunch of verbs, added them to the word groundswell, and voila, a book was born.

All the chapter titles treat the groundswell as some sort of mysterious, independent force that companies must harness through mystical Jiu jitsu. (And yes, I am quoting, they compare themselves to sensei and say they are teaching you social media Jiu jitsu.)

Second, the authors mention Digg and General Motors as two key examples of how companies can harness the groundswell. They say Kevin Rose of Digg clearly "gets it" about the Net. Yes, Rose got it so much that he ultimately had to sell the company for $500,000. Another key example in the book comes from GM, a company that almost died until the government stepped in to bail it out.

If you like hype, you will love this book. You will learn that "the groundswell comes from the collision of three forces: people, economics, and technology." That's shocking because nothing else in society results from the confluence of people, economics, and technology. And the authors note that you'll learn little about managing the groundswell from learning about the technology because the groundswell is a force to be mastered, as I said, much like Jiu jitsu.
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2 of 2 people found the following review helpful By M. Law on February 5, 2013
Format: Paperback
Groundswell is a hit for a number of reasons:
(1) It's current: Although published in 2011, the book is very up-to-date. This is good and bad, as very quickly it will become outdated.

(2) It's helpful: Instead of just listing advice for readers, like the groundswell itself, the book tries to relate to the reader. It gives plenty of case studies and real-life stories, and readers find themselves connecting with the authors.

(3) It's readable: It is written in such a readable fashion that anyone, tech-savvy or not, can enjoy it. While giving details of the groundswell concept, it also gives a basic overview of social media; none of the concepts are complicated or overbearing.

(4) It's about relationships: The book, while seemingly data driven and technology-focused, is really about relationships. "Never forget that the groundswell is about person-to-person activity" (280). Groundswell is about wielding our social media revolution to build and sustain relationships. Doing this requires patience, commitment and the right attitude.

Overall, it is an easy read, but it will train your mind to think differently about social media.
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1 of 1 people found the following review helpful By Sharad Gupta on June 3, 2011
Format: Paperback Verified Purchase
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.
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By Kelley Moss on May 8, 2014
Format: Paperback Verified Purchase
This book really defined why social and digital media is so important in today's society. Lots of data and case studies that let you develop "thought-ware" for your own business strategy.
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By Amazon Customer on February 14, 2014
Format: Kindle Edition with Audio/Video Verified Purchase
I read it while researching digital entrepreneurship and it does a job of explaining the nuts and bolts of digital ventures.
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By Jennifer on December 21, 2013
Format: Kindle Edition with Audio/Video
I had to read this book as a requirement for class and I must say this was a very interesting read to say the least. "Groundswell' by Charlene Li provides us with important and interesting insight into the world of social media in businesses. Sites like Twitter, Facebook etc are all used everyday and this books explains how these sites can be used as PR and promotion. Charlene Li understand how powerful and extremely useful twitter is that he even dedicated a whole CHAPTER on twitter and how to use it wisely. It's needless to say that Social media is taking this millennium by storm, it's not only important to know how to use it but also how to use it to make it work for you!

Great book, I would recommend it.
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By Shaik Kamil on December 18, 2013
Format: Kindle Edition with Audio/Video
The book was really well organized and the topics that were discussed was really helpful and insightful especially in relations to the discussion of new media technologies. The authors were engaging from start to finish. The examples that were given in the book were really helpful in visualizing a real world applications of social media marketing. and As some one who has sought to capitalize on my social media use, this book is was really helpful in teaching me new methods and practices. Overall The book was easy to read and understand, clearly engaging and informative.

I would recommend this to anyone who are learning to get ahead of the curve especially in terms of social media marketing and for many CIS students this book should be a recommended class material because of its relevant knowledge on the use of social media marketing especially from a business point of view
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