“Groundswell: Winning in a World Transformed by Social Technologies,” by Charlene Li and Josh Bernoff. Recommended by Herald writer Amy Rolph.
“This book is for anyone who’s a bit puzzled (or downright baffled) by how marketing is being transformed by blogging, tweeting, online product ratings and hundreds of other examples of social technology. Li and Bernoff make the case that this shouldn’t be a frightening time for businesses; it’s just time to re-evaluate how companies interact with and engage consumers. The bottom line is simple: No, businesses don’t have the luxury of a one-way message anymore. But they’ve gained a conversation.”