CHARLENE LI, FORRESTER

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Charlene Li discusses the concepts from her forthcoming book Groundswell (co-authored with fellow Forrester researcher Josh Bernoff). Groundswell refers to the "spontaneous movement of people connecting, using online tools, taking charge of their own experience, and getting what they need – information, support, ideas, products, and bargaining power – from each other"...as opposed to marketers and other traditional sources of authority. The book revolves around the POST framework: People, Objectives, Strategy, Technology. Where do companies go wrong? Who is using social technology wisely? And how will she and Josh put the groundswell to work in the marketing of the new book? Find out more at forrester.com/groundswell.