Editorial Reviews. Review. “If you haven’t read the book, I would highly recommend you buy a : Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies eBook: Charlene Li, Josh. 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. In ‘Groundswell’, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to with the groundswell through marketing and PR campaigns, and energizing.

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Groundswell – Charlene Li

Sep 26, Jessica Pitcher rated it liked it. Features of particular industries or companies can make direct customer engagement more difficult.

Corporate executives struggle to harness the power of social technologies. Way back when I was still relatively new to the site, I posted a comment on a thread about music that is inextricably linked to specific scenes in moviesand I mentioned the soundtrack to Billy Elliot.

Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li

In summary, Groundswell recommends getting started with social technology because it’s already happening whether you’re participating in it or not. If you open yourself up to the groundswell you better be ready to listen, to respond, and to act based on your customers participation. It isn’t great, but it isn’t the worst. All in all, it was an interesting book. In no small part, online activism drove powerful community opposition. I have to question, how have the authors gained some of the knowledge they have and who are they to really set the standards for social media?


Social networks, blogs, wikis, tags, online reviews, support charelne and widgets are all part of the latest online revolution, a “groundswell” that is transforming not only the internet but the way the world works.

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It’s an unstoppable groundswell that affects every industry — yet it’s still utterly foreign to most companies running things now. What other items do customers buy after viewing this item? Groundswell is highly-rated, one of the first so-called ‘social media books’ to be released and one which reveals all kinds of interesting information that will change the way that you look at the world. By using this site, you agree to the Terms of Use and Privacy Policy.

Boston-based Josh Bernoffa longtime Forrester vice president, created Technographics segmentation – a breakthrough classification of consumers based on how we approach technology. After all, a technology called Twitter is relegated to single page.

So I don’t have to go back to the old way of preparing for class – juggling groundswepl handle bar, a book or phone, and a jerking subway while in a human sandwich.

It goes without saying that it is fundamental you go where your customers are, meaning it’s important to participate in social media, since that is where people are but also because there is an expectation to be there. Groundswell breakups the possibilities in to five categories – listening, talking, energizing, supporting and embracing.

Sep 01, Jakrapong Kongmalai rated it it was amazing. Groundswepl are a host of ideas to utilize the tools available for connecting with customers.

He created the Technographics segmentation, a classification of consumers according to how they approach technology. Take what you can from it but don’t believe everything it says in my professional opinion.


This book is aimed at company people who may not know much about the Social Web, other than they want to be in on the action. Despite my version being published inI feel most of the authors’ predictions for “several years down the road” have already come true by summer The authors define “groundswell” as: The Internet can put anyone in front of the public in an instant, but when everyone is at the front, everyone is at the back, back in the back with the hecklers again, lost in the shadows and the roar of the crowd.

It was rather jarring to hear the book discuss things such as MySpace as significant factors concerning the topic of social media. Nobody should attempt to engage the newly empowered and emboldened consumer without first hearing what Li and Bernoff have to say on the subject. Li and Bernoff provide a framework for describing these fundamental changes, which they call “the groundsw Groundswell: I thought the authors wrote convincingly about blogging — how companies should approach the idea, how to maintain a good blog, and how to interact with consumers on blogs.

Nov 23, Sarah Rigg rated it really liked it.

Top Reviews Most recent Top Reviews. Winning in a World Transformed by Social Technologies. Encounters with Reality and Virtual Reality. There shouldn’t be debate if you should participating, but how you should participate.