I’m currently reading “Outliers” for the first upcoming Social Media Bookclub (book review to follow later). For now I thought I’d share some thoughts on another wonderful book I read recently.
“Groundswell: Winning in a World Transformed by Social Technologies” by Charlene Li and Josh Bernoff (Forrester Research) is a great read for anyone interested in social media; or in general how to transform an organization to tap into new ways of collaborating.
For the newbie, they give a good overview of different Web 2.0 technologies, with good practical examples throughout the book. A big focus of the book is on the social behavioral aspects of technology use, and not on the technologies themselves. Technology is an enabler for making improved connections between people – whether an organization connecting with clients, with other partners, or within an organization to improve internal work practices.
The authors tap into the experience and research of Forrester for profiling different types of Internet users – termed creators, critics, collectors, joiners, spectators, and inactives. They draw on some statistical data of demographics based on profile type (gender, location, age, etc), for determining appropriate ways to engage or interact online.
Their recommendations for implementing social media is very strategically driven (to be expected!), with an incremental approach based on goals and various strategies for listening to Internet activity (blogs, discussions, etc); actively engaging people through various social media channels; energizing interactivity and collaboration online through dedicated efforts; and instigating cultural changes to embrace social media. In a true collaborative manner, they invite people to continue the conversation online at: groundswell.forrester.com
I think their book further emphasizes the importance of transparency and collective input into organizational communication (both internal and external). Also a good read for marketing and communications folks to think of additional ways to connect with constituents, partners, and each other.
Well worth the read! Have you read Groundswell? What did you think of it?