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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. InGroundswell, 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 Groundswellis required reading for executives seeking to protect and strengthen their company's public image.qWe combine the three groups because there arena#39;t enough Mini owners in our sample to draw conclusions and because Honda and Volkswagen are among ... not just of blogs, but of the entire online chatter associated with a brand: discussion groups, forums, MySpace pages, and so on. ... While its competitors also track positive and negative sentiment in thousands of online comments and blog posts, anbsp;...

Author:Charlene Li, Josh Bernoff
Publisher:Harvard Business Press - 2011


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