Customer Reviews: Read 27 more reviews...
 Groundswell August 17, 2008
Groundswell is a very good book if you want to understand modern marketing and customer relationship management. In a world where online accounts for much of everyday life, the way in which companies have to interact with their customers changes. The use of social networks, viral videos, blogs and forums is important. This book really helps to understand, decide what is relevant for a certain situation, and act on this different world.
Awesome overview of Social networking strategies for business August 13, 2008
With all the talk about myspace, facebook, and social networking it can be very confusing to try and figure out, how does a business market themselves in this new arena? Do we create a blog, start a myspace page, post videos on youtube? all the above? Charlene does a really good job using realworld case studies and experiences to show how a novice with social networking can potentially benefit from it's uses. By looking at your objectives, the habits of social networkers, and the tools availble this book makes it much easier to make intelligent decisions on paths your business may want to take. Easy to read, I'd highly recommend it.
 Groundswell July 21, 2008
0 out of 1 found this review helpful
Interesting book, I am not yet finished, but well worth the time time to read.
 Helpful July 5, 2008
1 out of 4 found this review helpful
It's a good review of buzz/content/wom. A little too "text booky", Jaffy's book is better.
The Latest and Greatest on the Topic... July 4, 2008
1 out of 1 found this review helpful
I have to admit, I'm fascinated by the topic of how online communities, both business to business and business to consumer, will change the environment of how businesspeople and consumers interact, market, buy, sell etc. So I've read almost everything recent on the topic and, as those who write about this topic seem to the most seasoned and up to date business writers and/or educators out there, I have yet to be disappointed.
Groundswell is the latest book I've tread, and I have to say it's one of, if not the best on the topic right now. Filled with current statistics on consumer demographic usage of social media, and clearly outlining the "how" in business participation in social media, Groundswell not only builds on the information and thoughts of prior publications, but adds insight never before revealed so clearly or thoroughly.
The authors early in the book map traditional business functions (research, marketing, sales, support, development) into their "groundswell" alternatives (listening, talking, energizing, supporting, embracing) and map out both the fundamental strategic vision that needs to precede and accompany any corporate social media presence, and combine it with plenty of real life examples of good and bad methods of approach and participation.
If as a business or an individual you are interested in this topic, definitely read this book. I agree with the authors, that "you cannot ignore this trend...The groundswell trend is unstoppable, and your customers are there. You may go a little slower or a little faster, but you have to move forward. There is no going back."
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