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

by Charlene Li (Author), Josh Bernoff (Author)
4.3 4.3 out of 5 stars 149 ratings
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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 business

Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
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  1. Print length
    352 pages
  2. Language
    English
  3. Publisher
    Harvard Business Review Press
  4. Publication date
    May 24, 2011
  5. Dimensions
    5.5 x 1 x 8.25 inches
  6. ISBN-10
    9781422161982
  7. ISBN-13
    978-1422161982
  8. See all details
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Customer reviews

4.3 out of 5 stars
149 global ratings

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Customers say

Customers find the book informative and well-written, providing useful case studies on how social media works. They describe it as an excellent read for anyone interested in social media or working in a business. The material quality is good and intact. Opinions differ on the pacing - some find it simple and practical, while others feel it's overly simplistic.

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33 customers mention "Information quality"28 positive5 negative

Customers find the book informative and well-written. It provides useful case studies on how social media works and applies in everyday life. The authors explain the nuts and bolts of digital ventures, providing specifics on how to participate in them and build a social media strategy. They mix real examples with ROI analysis, making it a great reference for understanding the groundswell phenomena.

"...The book has many case studies and insightful analysis of the power of social media...." Read more

"...The content is credible and verifiable...." Read more

"...This book was well written and contains lots of applicable case studies on how social media is both here to stay and will impact us on a daily..." Read more

"...This book uses current and relative case studies to prove its points...." Read more

33 customers mention "Readability"31 positive2 negative

Customers find the book easy to read with great content and applicable case studies. They find it a good read for those involved in social media or working in an organization with a social media presence. The book is well-written and contains useful nuggets that can be applied.

"Groundswell is an excellent read for anyone involved in the social media strategy and implementation...." Read more

"...MCM program at Franklin University and I also found it as an excellent companion book for Julliett Powell's "33 Million People in the Room"." Read more

"...necessarily agree with every assertion, but on whole, this is an excellent primer for anyone seeking to create a social media strategy / plan." Read more

"This book is a must read for marketing and business professionals...." Read more

6 customers mention "Material quality"6 positive0 negative

Customers appreciate the book's good condition and extra protection that keeps it in mint condition. They find the material good and the subject matter engaging.

"...and tables are useful for getting a grasp on the subject matter, and it builds...." Read more

"...It's all intact and ready to be used." Read more

"...The material is good, just be sure you have a lot of extra time to read it." Read more

"...the extra protection kept the book in mint condition. thank you =)" Read more

6 customers mention "Pacing"4 positive2 negative

Customers have different views on the pacing of the book. Some find it simple and practical, providing an effective program structure for harnessing social networks into a practical step-by-step guide. Others feel it's oversimplified and watered down for casual readers.

"...It provides a very simplistic and effective program structure for harness the power of these consumers to the benefit of your organization...." Read more

"...(albeit clumsily delivered, over simplified, and trying too hard to be modern and "cool" - Jui Jitsu, really..." Read more

"It is ok book. Very basic. Needed it for a class" Read more

"...; all the intangible around social networks into a practical step by step book." Read more

Top reviews from the United States

  • Sharad Gupta
    5.0 out of 5 stars Timeless book on social media
    Reviewed in the United States on June 3, 2011
    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.
    2 people found this helpful
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  • Christine Fife
    5.0 out of 5 stars What it Means to Participate in the Market Conversation
    Reviewed in the United States on September 16, 2009
    Verified Purchase
    This book is a must read for marketing and business professionals. The point that Groundswell makes, that other books that discuss social media are missing, is that PEOPLE and relationships between people and companies are the key, not the technology. This book will help marketers understand what needs to be done to participate in the market conversation that is going on about them, their industry and the consumer needs and wants their products fulfill.
    The authors have done a great job of providing specifics on how to participate in the market conversation by covering how to figure out what to do, why to do it, where to do it, how to pinpoint the right audience, etc. Companies considering, and not yet considering, getting involved in the market conversation through social media outlets and other online activities can greatly benefit from reading this book.
    One person found this helpful
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  • Katherine Live
    4.0 out of 5 stars Great for laying foundation but needs newer edition.
    Reviewed in the United States on February 4, 2013
    Verified Purchase
    This is the first book I've read that is specifically talking about social networking the entire way through. It is a must read if you have ANY interest in social networking for a business. There are many examples of what companies are doing well and not so well. The only reason I did not give it 5 stars is because there are many social media platforms that are on the rise the book does not cover and that isn't really the authors fault but not expect to see anything about pinterest, instagram or vine in this book. It does cover community sites, facebook and twitter VERY well. I would absolutely buy an updated edition if one comes out.
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  • Judy Gasperini
    5.0 out of 5 stars In The Groundswell Whether You Like It or Not
    Reviewed in the United States on July 20, 2011
    Verified Purchase
    "Groundswell" is a social trend where people use social technologies to get what they need.
    People use these technologies by:
    * Generating blogs, web content and podcasts.
    * Connecting in social networks and virtual worlds.
    * Collaborating in wikis and open source.
    * Reacting in forums, ratings and reviews.
    * Organizing content with tags.
    * Accelerating consumption with RSS and widgets.
    There are five main objectives (aligned with business functions) for participating in social technology such as Twitter:
    * Listening (Research) - mentions of our company
    * Talking (Marketing) - useful, helpful tweets
    * Energizing (Sales) - finding people who write about you and re-tweeting
    * Supporting (Support) - customer support
    * Embracing (Development) - get ideas on how to improve products
    "Don't bother setting up a Twitter account and tweeting links to your press releases--you won't get a whole lot of followers. Instead think about what you can offer that might get picked up and repeated by others." (Groundswell, page 203)
    There are different types of people using social technologies:
    * Creators - may create blogs, websites, etc.
    * Critics - participate in communities, blogs, commenting, etc.
    * Collectors - bookmark websites
    * Joiners - join communities e.g. Facebook
    * Spectators - just read
    * Inactives - don't use social media at all
    This book uses current and relative case studies to prove its points. In summary, Groundswell recommends getting started with social technology because it's already happening whether you're participating in it or not. It's recommended to have a social strategy that starts with one of the above objectives and measures it. I recommend anyone who is using social media in their job to read this book.
    4 people found this helpful
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  • Michael
    5.0 out of 5 stars Groundswell
    Reviewed in the United States on October 23, 2011
    Verified Purchase
    I absolutely love this book. It's a page turner and I wasn't able to put it down until I finished it. It's well organized and well thought out. I didn't read any of the previous editions, however, I am glad that I got to read this one. The content is credible and verifiable. I as a slow reader was immediately able to establish connection and I comprehended everything that I read as the authors did an excellent job of explaining everything they wrote about. I used this book for my MCM program at Franklin University and I also found it as an excellent companion book for Julliett Powell's "33 Million People in the Room".
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Top reviews from other countries

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  • Flutterbyewings
    5.0 out of 5 stars MUST HAVE!!!
    Reviewed in Canada on December 9, 2014
    Verified Purchase
    Great Read! Amazing insight for everyone that has a business or is thinking of starting a business. Social Media is necessary... get on it with Groundswell!
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  • Amazon Customer
    5.0 out of 5 stars muy buen libro
    Reviewed in Mexico on November 24, 2014
    Verified Purchase
    Muy buen libro para aprovechar el potencial de las redes sociales para tu negocio y lo mas importante escuchar a los consumidores para predecir tendencias
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  • Steve Sampson
    5.0 out of 5 stars Five Stars
    Reviewed in the United Kingdom on October 11, 2014
    Verified Purchase
    I read this for the second time and it is still a masterclass in the power of social.
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  • Meh
    5.0 out of 5 stars Satisfied
    Reviewed in the United Kingdom on April 23, 2013
    Verified Purchase
    the book arrived on time, undamaged, great quality and safely. The purchase did not disappointed me and was worth every cent.
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  • DougW
    4.0 out of 5 stars Good but more aimed at those beginning in social media
    Reviewed in the United Kingdom on December 18, 2012
    Verified Purchase
    This is an interesting read. Sometimes it feels a little dated even though the theories still apply. It is well suited to those approaching social media for the first time. I did enjoy the case studies and found a lot of ideas mentioned useful.

    A mix I guess of being approachable for all (ie explain what twitter is) to getting into the approaches of implementing within your organisation. It definitely gets you thinking of ways to exploit the current social landscape while ensuring you are doing it for the right reasons for your appropriate audience.
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