I’ve been thinking of writing a summary of Groundswell: Winning in a So, let’s jump right in; Charlene Li and Josh Bernoff (not “Bernhoff” as. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. 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.

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This last part of the POST process is deciding what technology will help you activate the community of people interested in your groundxwell. 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: From Wikipedia, the free encyclopedia.

Before you jump into the social media realm it’ll serve you well to listen to any conversations currently taking place. Other examples of collecting are tagging, subscribing to RSS news feeds, adding to del. The technology needs to be scalable and flexible as circumstances and yroundswell change the needs of the organization.

Groundswell (book) – Wikipedia

I’ll write a post on monitoring the various channels in the future. Recent Posts Ready for a distributed organizing deep gtoundswell Collectors are those who collect and categorize content. Listening Talking Energizing Supportingand Embracing Listening focuses on hearing what people are saying about your organization online.

I’ll add some of their thoughts as well as my own. Their head is on the block after all, plus can directly monitor the organizational impact of the strategy, and keep the top dog abreast of the status. 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.


The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other.

This article reads like a press bernofff or a news article or is largely based on routine coverage or sensationalism. What is there can be found throughout the book in the case studies and words of advice from the authors. Their level of participation is limited to maintaining their profile, uploading pictures, linking to family and friend profiles, and the like.

For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, and other companies must find ways to engage with customers on time-sensitive issues. The face of advertising and the consumer is changing.

October 3, Your boss needs to read this book July 19, Report: Reaching Younger Donors in a Web 2. You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social network.

It was published in by Harvard Business Press. Josh Bernoff is a vice president at Forrester Grounxswell and one of their most senior and most frequently quoted research analysts. A clear plan on how you will respond needs to be in place.

What resources need to be put in place for support? Other questions also need to be addressed.

How to Tap into Social Media — A Summary of Groundswell

The biggest piece of advice from the authors is the consideration you must pay to how listening, talking, energizing, supporting, or embracing your gdoundswell can reach the outcomes you and your audience hope for. These are the people who animate the conversation around content and are another high value contributor to social media campaigns.

Spectators are the majority of participants. Decide which of 5 tactics will meet your organizational objectives Strategy: I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook.


Gronudswell it’s donations to save children you’re looking grundswell, perhaps it’s a mix of Talking and Energizing like Nothing But Nets. To sum up Jeez, what more can I say?

Give yourself a pat on the back if you finished this post. Who will lead the charge? If you’re interested in Why you might employ a social media strategy, Jason has a few articles that dig into that.

How to Tap into Social Media — A Summary of Groundswell | NetChange Consulting

Where and whatever channels people are using to talk about your groundswwll or space, your organizational objective is to listen and learn. They find articles of interest, submit the link to these sites, categorize the content, and leave it for critics and spectators to enjoy and comment on. In the ecosystem of participants, Creators are the least plentiful and arguably the most important.

Retrieved March 27, This ebrnoff is very insightful and she knows what she is talking about. Read, highlight, and take notes, across web, tablet, and phone. There are tools like Forresters’ Social Technographic Profile Toolsurveysdemographic and competitive analysis sites that can help form gernoff picture of where your audience’s behavior my lay.

Joiners are those participants who have profiles on social networking sites such as MySpace, LinkedIn, and Facebook.

Meet your organizational objectives Once you understand what your audience is currently doing online you’re ready to define which of 5 social media tactics will meet your organizational objectives: Will the social technologies be incorporated into bernorf organization’s website of live offsite? Views Read Edit View history.

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