If social media were a sport, Groundswell would be the playbook, and Charlene Li and Josh Bernoff would be the head coach and general manager.
I’ve read many books the topics of new PR rules and modern digital marketing, but have yet to come across a book that clearly spells out the how of social media from a strategic and conceptual state into the first steps of tactical execution. To date, most books have been hitting me over the head with a message of “you’re an idiot if you don’t use these new tools and techniques.” OK, I hear you loud and clear on that.
What Groundswell provides is actual play-by-play on what to do and how to get it done. This isn’t a technical book on building a Facebook application or designing a blog theme. No, we’ve got the web to accurately feed us that info. Groundswell is a book that discusses social media as a fully evolved sport with offensive and defensive strategies that you can execute to achieve goals.