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Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.

When consumers you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.

Introduction

part one. understanding the groundswell

　1. why the groundswell--and why now?

　2. jujitsu and the technologies of the groundsw

　3. the social technographics profile

part two. tapping the groundswell

　4. strategies for tapping the grou.ndswell

　5. listening to the groundswell

　6. talking with the groundswell

　7. energizing the groundswell

　8. helping the groundswell support itself

　9. embracing the groundswell

part three, the groundswell transforms

　10. how connecting with the groundswell transforms your company

11. the groundswell inside your company

12. the future of the groundswell

Acknowledgments

Notes

Case Index

Subject Index

About the Authors

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趋势，参与社会化网络的人们有着不同的“行为积极程序”和对整个网络的“贡献程度”。依次是：创造者、评论者、收集者、参与者、观看者和不活跃分子。

Web2.0应当是用户产生价值！--分享和创造知识的价值和商业社会的价值。

Diigg.com是一个让网友们对新闻故事进行投票和评论的网站，任何人都可以参与，你可以对任意挖掘在互联网看到的新闻，Digg会把最受欢迎的新闻故事挂到首页上。Digg的读者挖掘的不仅仅是新闻故事，还有博客文章和其他网站上任何新的东西。

掌握风潮的原则：关注人与人之间的社会关系，而非媒体技术。

Rss是一个订阅器，是把最近更新的内容推送到你眼前的工具。你不再需要一一访问那些博客、新闻站、拍卖网站、交友网站及其他关注的站点，Rss可以“一站式”地把所有这些网站上的新内容推送给你。

当我们评估一种新技术的时候，不妨问自己以下几个问题：1、它是否创造了一种帮助人们保持联络的创新方式。2、它是否轻轻松松即可注册成功。3、它是否将权力从垄断机构下放给大众？4、社会是否能产生足够的内容维持自身发展？5、它是一个可以邀请伙伴的开放平台吗？

书籍介绍

Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.

When consumers you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.

Using tools and data straight from Forrester, you ll learn how to:

-Evaluate new social technologies as they emerge

-Determine how different groups of consumers are participating in social technology arenas

-Apply a four-step process for formulating your future strategy

-Build social technologies into your business including monitoring your brand value, talking with the groundswell through marketing and PR campaigns, and energizing your best customers to recruit their peers

Timely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image.