Groundswell

Corporate leaders struggle to tap into the potential of social media platforms such as Twitter, Facebook, blogs, and YouTube. These outlets serve as platforms for customers to share their opinions on products and companies, create their own news, and discover exclusive deals. But how can businesses effectively incorporate these activities into their overall marketing strategies? It's a formidable groundswell that impacts every industry - yet many companies are still unfamiliar with its power. In "Groundswell," Josh Bernoff and Charlene Li offer insights on how to transform this potential threat into a valuable opportunity. This updated and expanded edition, featuring a new introduction and chapters on Twitter and social media integration, provides guidance on: · Evaluating emerging social technologies · Understanding how different consumer groups engage with these platforms · Developing a comprehensive strategy using a four-step process · Integrating social media into your business model. "Groundswell" is essential for executives looking to safeguard and bolster their company's public image.