FIR Book Review: Groundswell

Groundswell is the highly-anticipated book by Forrester Research vice presidents and principal analysts Charlene Li and Josh Bernoff. Subtitled “Winning in a World Transformed by Social Technologies,” the book seeks to show organizations how to tap into the power of customers connecting with one another.

The book includes 25 case studies from around the world. Focused almost entirely on customers and marketing, the book is supported by a considerable amount of data produced by Forrester’s research efforts.

In this FIR Book Review, FIR co-host Shel Holtz and TWI Surveys President Ryan Williams discuss their take on the new book, addressing their misgivings and ultimately recommending Groundswell.

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About our Co-Reviewer

Ryan Williams is President of TWI Surveys Inc. He specializes in behavioural and organizational research. He has ten years of experience with corporate, government and not-for-profit clients. Ryan recently completed his MA in Leadership studies at Trinity Western University. His thesis is explored the use of surveys as a leadership strategy and tool. He has spoken internationally, nationally and at local Universities and Colleges.

He has received a number of awards for his client work. In 2004 he was recognized by the International Public Relations Institute with their Golden Ruler Award of Excellence for Measurement 2005. Ryan has won three International Association of Business Communicators’ Gold Quill Awards, the most recent being in 2007 for the benchmarking and tracking the effectiveness of a series of leadership town hall meeting with employees at Suncor Energy.

Groundswell, by Charlene Li and Josh Bernoff
Publisher: Harvard Business Press
Hardcover: 224 pages
Published May 2008
ISBN-10: 1422125009
ISBN-13: 978-1422125007

Purchase at Amazon US, Amazon Canada, or Amazon UK.

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This FIR Book Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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