Charlene Li and Josh Bernoff in the book Groundswell essay
Buy Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies, Expanded and Revised by Li, Charlene, Bernoff, Josh ISBN: 9781422161982 from Amazon's Bookstore. Everyday low prices and free delivery on eligible orders. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff explain how to use the groundswell for research purposes, with tools like private communities and brand monitoring. Case studies from the National Comprehensive Cancer Network and the Mini car company demonstrate this ability in action. Groundswell by Charlene Li and Josh Bernoff makes this point for commercial organizations. It aims to help organizations answer the question of whether, and if so how, they should use social computing - tools that rely heavily on interactions between people, feedback and content generated by the audience, as Charlene Li and I. received Forrester's approval to write the book that would become Groundswell. She was already known as the top analyst in the field of social media use for companies. With her help, I studied and gained enough knowledge about it to write blog posts and a book about it. The book I wrote with Charlene Li, Groundswell: Winning in a World Transformed by Social Technologies, scores very high on both qualities. It was my first book, and immersing myself in writing book chapters for the first time was intimidating, challenging, and rewarding..