Title: Groundswell – winning in a world transformed by social technologies
Author: Charlene Li and Josh Bernoff
Published by: Harvard Business Press
Reviewed by: Roger Williams, director of international marketing at Right Media
The authors define Groundswell’ as A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations’.
With the web changing the traditional rules of the marketing game, this book is about recognising and embracing these new realities in order to be successful. This is not a prescriptive guide as to what to do, rather than advice to help understand what is going on – once you have the understanding, then you can begin working with it.
Similarly, although there is a chapter dedicated to technologies (a useful top line summary), the issue is not about technologies but focusing on relationships. The truth, as in many situations, is people get bogged down by concentrating on the tools rather than how they can be used for the benefit of all.
