A World Transformed By Social Technologies

1004 Words Nov 20th, 2015 5 Pages
Groundswell: Winning in a World Transformed by Social Technologies is a how to guide for businesses that explains what social media is, how it is changing the way companies relate to consumers, and how it can be used to their advantage. The authors, Charlene Li and Josh Bernoff, both analysts for renowned Forrester Research, one of the most influential research and advisory firms in the world, spent a year researching, analyzing, and blogging about social technologies that are changing the way companies and consumers interact. Forrester’s insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, proprietary research, and consulting. The foundation and the key learning of the book is the “social technographic” of internet users. Analyzing the social technographic provides companies with insight into who is likely to interact with their products online and how they are most likely to do it. Li and Bernoff offer numerous case studies of companies that have successfully engaged with online audiences. The books emphasis on data and analytics ties the social technographic profile to the strategy employed to ensure audience engagement. The Groundswell concept is defined as unsolicited conversations on social media created when consumers talk to each other about a company, service or product, rather than to or through the company itself. Essentially social media has eliminated the…
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