Groundswell

By Charlene Li

Written in 2008, Groundswell: Winning In a World Transformed By Social Technologiesremains relevant as a key resource for business leaders seeking to understand the phenomenon of social technology. It was updated in 2011 and released as a paperback. In addition, in 2009, a subset of the marketing-focused chapters was published as Marketing In The Groundswell.

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Reviews of Groundswell

“The book) is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment.

IDEAS: Book Review, Financial Times

For anyone interested in social media’s impact on business, Groundswell is a great read.

READWRITEWEB

The Forrester analysts have prepared one of the most comprehensive and useful primers on the sudden surge in social media.

Groundswell Gains A Following

Advertising Age

This is recommended reading for people in any kind of web marketing role.

How To Change The World

Guy Kawasaki

This book will rock your world, if social technology hasn’t rocked it already. It’s a tsunami of unstoppable force. Amazon, Procter & Gamble, Facebook, Google, and Dell are profiting from the crest of the wave. Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible.

SCOTT COOK

Founder and Chairman of the Executive Committee, Intuit

Groundswell provides practical advice on how to stay nimble and flexible in an ever-morphing digital world. Enabling your company to respond to change quickly — especially when talking to and supporting your consumers — is essential for business success.

Cathie Black

President, Hearst Magazines

The first phase of the Internet was about getting everyone connected. In this next phase, which changes the way we work, live, play, and learn, we’re starting to realize the value of those connections as well as the new communications and experiences those interactions lead to — the ‘human network.’ Groundswell effectively documents this shift and underscores the opportunities available to all from this major market transition.

John T. Chambers

Chairman and CEO, Cisco Systems

Heed the Groundswell! It’s critical reading and helped us master the new dynamics of social media.

Christina Norman

President, MTV Networks

Groundswell is a comprehensive look at the tidal wave of change engulfing marketers. Nobody should attempt to engage the newly empowered and emboldened consumer without first hearing what Li and Bernoff have to say on the subject.

Clark Kokich

CEO, Avenue A | Razorfish

Social technologies and the groundswell impact every business and organization worldwide. Li and Bernoff have written an insightful book that takes a refreshing research-driven approach to helping businesses transform themselves and successfully navigate this new dynamic landscape.

Steve Rubel

Senior Vice President, Edelman Digital, and columnist for Advertising Age

Internet-style communication tools change organizational communication completely, providing a means for workers to run organizations more effectively. Groundswell describes how this can happen in any organization, focusing on the human issues, which is the hard part.