Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li

My review

rating: 3 of 5 stars
A great book for those corporate marketing types who have no idea what people do on the internets. I expected more from the authors who clearly have a firm grasp on the research (the authors are Forrester analysts). I think the reliance on the smae structure for each chapter limited the book. It worked for talking about blogs and wikis, but did not work for chapters on forums and ratings and reviews.

The first chapter is worth reading for anyone who deals with online content. It is a sober reminder of how little the online community actually contributes to the over all communications of a company. Sure Web 2.0 sounds cool, but according to the research in the book, the "groundswell" community is still a minority for most businesses; a vocal minority that may affect sales, but it's still a small minority.

Probably worth reading for MBA students who aren't familiar with the Web 2.0 world.

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