Author: Josh Bernoff and Charlene Li
Page Count/Review Word Count: 286
Groundswell is highly-rated, one of the first so-called ‘social media books‘ to be released and one which reveals all kinds of interesting information that will change the way that you look at the world. We’re experiencing a groundswell, a term that’s used to refer to the social phenomenon which has changed both the way that we interact with each other and the way that we access information.
Today’s consumers are empowered to tell your brand’s story whether you like it or not, through blogs and social media sites. In fact, you can no longer control your brand through brand guidelines alone – consumers are telling your story, and all you can do is try to guide them through it.
As the authors explain, “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on Facebook. These are all elements of a social phenomenon – the groundswell – that has created a permanent shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.”
Despite being five-years-old, Groundswell is semi-timeless and the concepts that are detailed by Bernoff and Li, both Forrester employees at the time of the book’s writing, are the foundations of many of the thought-leading social research projects that are still taking place today.
If you’re interested in marketing, the internet, social media or even the way that our society interacts with each other, this book’s for you. Make sure you look out for the book’s sequel, Empowered, too.