Groundswell Expanded and Revised Edition Winning in a World Transformed by Social Technologies (Audible Audio Edition) Josh Bernoff Charlene Li LLC Gildan Media Books
Download As PDF : Groundswell Expanded and Revised Edition Winning in a World Transformed by Social Technologies (Audible Audio Edition) Josh Bernoff Charlene Li LLC Gildan Media Books
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 listening for executives seeking to protect and strengthen their company's public image.
Groundswell Expanded and Revised Edition Winning in a World Transformed by Social Technologies (Audible Audio Edition) Josh Bernoff Charlene Li LLC Gildan Media Books
I had to read this for college. It was a good book for me though as I am in the web development business and it is important for me to understand some of the social media concepts out there.This book I have to say, however, feels very watered down for casual readers. I've been in the web business almost 10 years now, and I have to say that this is not the greatest book for someone that already has technical knowledge. It has many bare bone basic concepts about social media sites and feels like a "how to" guide for corporate head-honchos. The author of this text makes up a lot of their own terminology and key-concepts behind social media including the term "groundswell". Many of its concepts revolve around social media technology such as Twitter and Facebook. Social media can go out of fashion as quickly as it gained popularity. I wouldn't recommend a corporate business do everything this book says, although it has some good advice for those who are clueless about implementing their business in social media.
This is an interesting read, but I'm not too crazy about it nor it's concepts. 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? It's a decent book and not many others out there are like it, but I think someone can write something better out there. Average book in general. Take what you can from it but don't believe everything it says in my professional opinion. 3/5
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Groundswell Expanded and Revised Edition Winning in a World Transformed by Social Technologies (Audible Audio Edition) Josh Bernoff Charlene Li LLC Gildan Media Books Reviews
"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.
Update below my initial review.
__________________________________
Purchased this audible so I could listen to the book and prepare for class while commuting. Not even the full first chapter in I noticed that the dates and statistics seemed off - very off. (Maybe the mention of MySpace and MSN messenger should've been the first warning to stop.) The audible is dated - outdated by a few years worth of information.
However! The rest of the content and core message are still there (albeit clumsily delivered, over simplified, and trying too hard to be modern and "cool" - Jui Jitsu, really?). Hopefully it stays that way for the rest of the book...
So I don't have to go back to the old way of preparing for class - juggling the handle bar, a book or phone, and a jerking subway while in a human sandwich. But I'll have to revisit the actual text for the updated stats.
Keep my $4.00 and put it to updating this audible...
Update I've read a good portion of this book now for a graduate course and I am not a fan. The book is very basic - so basic it doesn't feel like I took anything from the text that I didn't already know. While it does offer the framework for understanding the impact of the digital/internet/mobile age on businesses, I don't feel like it offers anything beyond that - only a framework. This book should be picked up by someone that hasn't already studied this subject matter - and honestly there are better written introductions. But its an easy read, it backs its text with statistics, the diagrams and tables are useful for getting a grasp on the subject matter, and it builds. I haven't finished the book yet but I do assume that as I continue the text will get "meatier" and offer more value. So I am bumping up my review to a 3-star. It isn't great, but it isn't the worst.
Also the audible version does still vary slightly from the kindle version when it comes to statistics and dates - but the core message and text is still the same. Not my favorite audible voice actor either - but on 1.5x audio speed it's bearable.
I had to read this for college. It was a good book for me though as I am in the web development business and it is important for me to understand some of the social media concepts out there.
This book I have to say, however, feels very watered down for casual readers. I've been in the web business almost 10 years now, and I have to say that this is not the greatest book for someone that already has technical knowledge. It has many bare bone basic concepts about social media sites and feels like a "how to" guide for corporate head-honchos. The author of this text makes up a lot of their own terminology and key-concepts behind social media including the term "groundswell". Many of its concepts revolve around social media technology such as Twitter and Facebook. Social media can go out of fashion as quickly as it gained popularity. I wouldn't recommend a corporate business do everything this book says, although it has some good advice for those who are clueless about implementing their business in social media.
This is an interesting read, but I'm not too crazy about it nor it's concepts. 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? It's a decent book and not many others out there are like it, but I think someone can write something better out there. Average book in general. Take what you can from it but don't believe everything it says in my professional opinion. 3/5
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