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''Groundswell'' is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. It was published in 2008 by Harvard Business Press. A revised edition was published in 2011. The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers' attitudes through market research, customer service, and advertising. Instead, customers are controlling the conversation by using new media to communicate about products and companies. == Synopsis == The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. #Listening: Businesses should listen to their customers to understand what the market is looking for in their products. In order to do this, a company needs to find out if their customers are using social technologies and how they are using them. #Talking: Instead of advertising to customers, marketing departments should find creative ways to connect with users about their experience with a product and their feelings about the brand. One common method is participation in social networks. #Energizing: Enthusiastic customers are part of the groundswell, and companies can recognize and appreciate these customers by creating online communities and social platforms where they can connect with the brand and provide reviews. #Supporting: Businesses can harness the support of their own employees by creating internal social applications for them to connect with the brand, also known as enterprise social software. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Groundswell (book)」の詳細全文を読む スポンサード リンク
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