Groundswell : winning in a world transformed by social technologies - Li, Charlene (Boston, Mass. : Harvard Business Review Press, 2011)
Understanding the groundswell -- Why the groundswell--and why now? -- Jujitsu and the technologies of the groundswell -- The social technographics profile -- Tapping the groundswell -- Strategies for tapping the groundswell -- Listening to the groundswell -- Talking with the groundswell -- Energizing the groundswell -- Helping the groundswell to support itself -- Embracing the groundswell -- Tapping the groundswell with Twitter -- The groundswell transforms -- How connecting with the groundswell transforms your company -- The groundswell inside your company -- Attaining social maturity -- The future of the groundswell.
Includes bibliographical references (p. 287-305) and indexes.
Keywords: Online social networks -- Economic aspects