I recently read an interesting book about social media called Groundswell – Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff of Forrester Research.
What I appreciated about the book is that it provides a strategic guide on how to best utilize social media techniques. What separates an excellent public relations and marketing practitioner from a good one is the application of strategic thinking and planning.
Many of us, myself included, have been guilty of rushing into implementing tactics before thinking our audiences and objectives through and deciding how we would evaluate our success. “Doing” in the form of sending out media releases, producing newsletters and creating a blog, make us feel accomplished and provides us with another action to cross off our list. But, without investing in strategic thought, we may be just spinning our wheels.
I highly recommend checking out Groundswell. The authors invite you to “join the conversation” at their Web site http://www.forrester.com/Groundswell
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Although Groundswell is a pretty good book, there are lots of others that I like as well. It depends on what your goals are. Since my goals are probably much different from others in this class, other books have been more suitable for me.
ReplyDeleteThanks for the blog. Nice job.
Alex from class