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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies
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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies

3.75  ·  Rating Details ·  4,076 Ratings  ·  247 Reviews
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 fo ...more
ebook, 352 pages
Published June 7th 2011 by Harvard Business School Press (first published 2008)
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Aug 16, 2008 Linda rated it liked it  ·  review of another edition
Recommended to Linda by: Mary Gilbert

Nearly everything I do in marketing has to do with the groundswell, the current movement of everything Web 2.0, blogs, viral, social networks and more. Or simply put, people + technology.

I also happen to live at ground zero for all this stuff, so when I spotted the spiraling lime-and-wasabi colored book at work and asked to borrow it, I knew it'd be an investment in timeliness and relevance.

What I like best about Groundswellis how authors Charlene Li and
JD Lasica
Dec 26, 2008 JD Lasica rated it it was amazing  ·  review of another edition
Shelves: recommended
Groundswell: Winning in a world transformed by social technologies, by Charlene Li and Josh Bernoff, is the definitive guide to how businesses are grappling with the social media revolution. The revolution is still in its early stages, and the old order still clings tenaciously to power — we're living in the throes of transformative change, which can be at once exhilarating and disorienting.

Li and Bernoff provide a framework for describing these fundamental changes, which they call "the groundsw
May 03, 2010 Kierk rated it it was ok  ·  review of another edition
While I'm sure that this book as informative to those not already familiar with Facebook and Twitter I did not find that it told me anything really new. I came away with the feeling that it was full of valuable argument content for convincing our unknowing associates that social networking has value and that it works.

Unfortunately I was looking for information geared to the entrepreneur / small businessperson rather that the multinationals that were used in the book as examples. The aut... (show
Richard MacManus
Jun 28, 2008 Richard MacManus rated it really liked it  ·  review of another edition
Recommends it for: company folks
This book is aimed at company people who may not know much about the Social Web, other than they want to be in on the action. So *I'm* not the target market.

I browsed through the book on a lazy sunday and thought it had some great data in it. The authors obviously know their stuff and I have huge respect for Charlene Li as a social media analyst.

I must admit I was also checking to see if ReadWriteWeb was cited. Disappointingly, no. The book can't be that cutting edge then, ay? ;-)

Overall, soli
Jakrapong Kongmalai
The best resource for those who aim to set up the digital business strategy for their organization.
Duy Nguyen
Sep 17, 2014 Duy Nguyen rated it liked it  ·  review of another edition
Shelves: business
Good read for ideas generating in the time of social media and communication.
Mar 10, 2017 Jason rated it liked it  ·  review of another edition
Groundswell has a solid foundation of ideas. I most enjoyed the conversation around leveraging user groups and forums to better listen to your clients. The book could use an updated edition as many of the technologies have significantly evolved since it was written.
Nov 04, 2010 Jelinas rated it really liked it  ·  review of another edition
I'm a writer. I'm not a techie. I'm not an entrepreneur. I'm just a girl who hates grammatical mistakes and improprer use of punctuation and enjoys snappy prose.

Well, Groundswell isn't written for people like me, but it was still an interesting read. Charlene Li does an excellent job of examining the ways in which companies and brands are able to build a groundswell of support for themselves on the internet.

What it really boils down to is listening to your online community and showing them that
Jan 21, 2013 Amber rated it really liked it  ·  review of another edition
I read Groundswell as part of a course on social media marketing that I am taking at George Brown College. I was immediately engaged by the simple, conversational tone of the writing and interesting case studies. When I read something for professional development purposes I expect examples of how to apply the techniques or tools being discussed, and this book delivered: every tool type had multiple cases studies and discussed successes and failures. I also appreciated the formatting of the book ...more
Nov 03, 2016 Levi rated it really liked it  ·  review of another edition
Shelves: marketing
Although Groundswell is admittedly a little dated, it does provide much insightful advice regarding social media marketing. Written in the elder days of 2008, my second edition was released in the slightly-less ancient age of 2011.

It was rather jarring to hear the book discuss things such as MySpace as significant factors concerning the topic of social media. It was even more incredible to find that YouTube, Twitter, and Facebook were hardly mentioned at all. Regardless, I'll hardly fault the b
Jan 22, 2016 Frank rated it really liked it  ·  review of another edition
Groundswell is a really great survey book about the importance of social media for business. Here, the authors interpret social media as the groundswell, "a spontaneous movement of people using online tools to connect, take charge of their experience, and get what they need -- information, support, ideas, products, and bargaining power -- from each other."

The book is well-structured and begins at a high-level, defining the groundswell and why it's vital for businesses today. Next, the authors in
Gene Babon
Jun 13, 2010 Gene Babon rated it really liked it  ·  review of another edition
Shelves: strategy
The groundswell is a spontaneous movement of people using online tools to connect. Groundswell was one of the first, and best documented, books chronicling the social media phenomenon.

Since the book was published in 2008, it would be easy to dismiss this research-oriented guidebook as dated. After all, a technology called Twitter is relegated to single page. The authors conclude as follows: "Twitter is likely to find its place among other groundswell technologies, and companies should pay attent
Shawn Buckle
Feb 11, 2012 Shawn Buckle rated it really liked it  ·  review of another edition
Groundswell is defined as the social media momentum that has swept over us of recent. With almost a billion people using Facebook alone, social technologies have allowed people to connect in ways never before. This has had dramatic effects on the way businesses operate.

It goes without saying that it is fundamental you go where your customers are, meaning it's important to participate in social media, since that is where people are but also because there is an expectation to be there. There shou
Monique Kapustin
Groundswell: Winning in a world transformed by social technologies is an excellent read for anyone wanting to dive into the world of social media, and I can see using it as a handbook for understanding and developing social media strategies.

Unlike some of the other books out there claiming to unlock the secrets of social media using only the author's opinion or personal experience, Groundswell pairs sound advice with diverse case studies and actual statistics. It doesn't promise to give you the
Dane Cobain
Jun 20, 2013 Dane Cobain rated it really liked it  ·  review of another edition
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 s
Sep 18, 2009 Sheryl rated it really liked it  ·  review of another edition
Groundswell is a great book to help people understand the revolutionary social technology changes that are occurring, why they are happening, and how to tap into it and transform your business. It’s a very interesting read with good information, much of it familiar though, particularly for those already actively involved in social media.

The authors explain that people utilize social media to connect, collaborate, react, organize, and accelerate consumption. They give numerous examples of tools
Nov 10, 2008 Jen rated it liked it  ·  review of another edition
Recommends it for: Marketers and company innovators
Shelves: business
This book is great...if you're not from the Facebook generation. The first couple of chapters were almost snoozers for me. The only thing that really saved it was the real-life stories the authors included. The stories managed to hold my interest long enough for me to move on to the next chapters.

What I mainly gathered from this book--and you could gather this on your own if you don't live under a rock--is that media and marketing are moving more and more toward the consumer. That is, if you pla
Catherine Gillespie
If you’ve ever wanted to know more about how social media is changing the way companies do business and marketing, or if you’re interested in getting into social media marketing with your blog or website, you’d probably really like Groundswell. The authors define the “groundswell” as the phenomenon of people getting the information they need from each other instead of from companies. The book looks at the way the groundswell operates and includes information on a variety of ways that companies a ...more
This book provides a good overview of the concept of the groundswell - the notion that people are now getting information from others online that they would otherwise gotten from brands. Of course, this means that power has shifted and companies must adapt.

The book is practical and approachable for those marketers or communicators looking to understand the motivations behind online communities and social media and the opportunities they pose for brands to build customers and ambassadors within
Jignesh Shah
Jul 02, 2011 Jignesh Shah rated it liked it  ·  review of another edition
Shelves: business
Practical insights into how and why people participate in social technologies and how traditional companies can leverage this undeniable phenomenon.

Most valuable is the discussion around how social computing can help businesses. Groundswell breakups the possibilities in to five categories - listening, talking, energizing, supporting and embracing. In reality, there is much overlap among these categories and one can often lead to the other. Still, the recommendation to focus on a single clear ob
This book is a great overview of social media and offers detailed insight into how brands are affected by the new media revolution. Essentially it is a guide for marketing in an Internet driven world; it highlights the same principles of offline marketing - understanding the needs of the target audience and interacting with it accordingly - with inputs on what efforts are needed to achieve the business goals in a more open and interactive medium that is only growing in importance everyday.

The f
Oct 11, 2010 E rated it it was amazing  ·  review of another edition
Expert analysis of the newest internet tools and how to exploit them

Do you visit a social networking site at least once a month, like "one in four online American adults"? Do you read an online journal or blog, like 52% of online Japanese? Social networks, blogs, wikis, tags, online reviews, support forums and widgets are all part of the latest online revolution, a "groundswell" that is transforming not only the internet but the way the world works. Companies that lack the vision to join this g
Oct 07, 2008 Breck rated it it was ok  ·  review of another edition
Groundswell is basically the idea that customers are now able to share information rapidly and easily and in order for a business to succeed they need to tap the ideas and opinions of their customer in order to thrive and remain competitive.

The authors define "groundswell" as: a social trend in which people use technologies to get things they need from each other rather than from traditional institutions."

The authors detail how a company can embrace the "groundswell" rather than hide from it by
A great book for those corporate marketing types who have no idea what people do on the internets. I expected more from the authors who clearly have a firm grasp on the research (the authors are Forrester analysts). I think the reliance on the smae structure for each chapter limited the book. It worked for talking about blogs and wikis, but did not work for chapters on forums and ratings and reviews.

The first chapter is worth reading for anyone who deals with online content. It is a sober remin
Sep 27, 2010 Chris rated it liked it  ·  review of another edition
This book explains the confounding problems of how the online world can help or destory a companies image. The type of technology a company uses to communicate with its customers and employees is crucial to understanding what areas need to be improved upon and what areas need to be enhanced or taken away.
There are some great points and examples the authors make about what a company needs to know about how to go about creating this change in the company to understanding the groundswell. Many of
Jul 18, 2012 David rated it it was amazing  ·  review of another edition
Shelves: business
This was the first social technology book that I went through and I was pretty impressed. The authors did a very good job discussing some of the current major players in the social media market (e.g. Facebook, Twitter, YouTube, etc.). They also educated me on the purpose of other major types of technologies like Digg and Delicious.

One thing that really impressed me is the book spent quality time developing the "why" behind these tools. The tools are there to listen to the consumers, coworkers o
Mar 25, 2009 Jen rated it really liked it  ·  review of another edition
Ever since I first accessed the Forrester collection of studies and research, I've been smitten. And while I now no longer have access to the collection, I do still try to keep up with the research they do post, albeit in a more "read the titles of their studies and that's it" way. (Bc I REALLY don't have that extra $700 to drop on ONE study.) This book is actually written by one of their researchers, utilizing the data they've gleaned from various case studies of very traditional, brick-and-mor ...more
Aug 01, 2009 Carina rated it liked it  ·  review of another edition
Social technologies are fundamentally changing the way people get information. This book is advice for businesses on how to adapt to this change. A broad analysis of various kinds of social media, various types of participation in social media, and ways that businesses use social media to connect with their customers in every phase of development -- research, marketing, support, and feedback.

- Types of participation: creators, critics, collectors, joiners, spectators
- Reasons people use so
Richard Houchin
This is the first book I've read that is targeted at corporate workers. Its main thrust is about how to take advantage of social media to expand the success of a company, not only in terms of profit but also in terms of being a good place to work where employees can feel meaningful.

But aside from its thesis, the book works just well as a collection of anecdotes about how technology is being used. It's fascinating reading about Dell's response to laptops that erupt in flame, or how Digg's owner w
Miranda Moberg Diaz
Overall, an insightful read into social media strategy and how to sell the value to those uninvolved in the groundswell.

Forrester social profiling showed how to target the approach on the level of involvement in social media. The book included relevant case studies from orgs that successfully played to their demograhpic, and others that missed completely. The big take-away item is to be most successful, any social media campaign has to get the audience and how they utilize social media, needs a
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How are you going to use the book? 1 21 Jun 29, 2008 11:18PM  
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