'Groundswell' Gains a Following - Advertising Age - Book Reviews

Here is an intereting article in Advertising Age about the aptly named book, "Groundswell: Winning in a World Transformed by Social Technologies," which serves as a "guide to (often misguided) marketers about how to go about setting up a groundswell strategy, they offer up the acronym POST:

• People. Are your customers interacting with social technologies? Which ones? How do they use them?
  
• Objective. What does a company hope to accomplish with a groundswell strategy?
  
• Strategy. How will those objectives be achieved?
  
• Technology. Which vendor or technology can help accomplish the goals?

Read the full article here:
http://adage.com/bookstore/post?article_id=128179

The book also has an accompanying blog here, which I found pretty well designed (which should not be surprising, considering the topic of their book):
http://blogs.forrester.com/charleneli/

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