Groundswell

What:

Groundswell from Harvard Business School Press, written by Charlene Li and Josh Bernoff.

Summary:

This book does a good job of explaining “web 2.0″ and social media technologies, what the implications are for your organisation, and how to take advantage of them.

Who should read it

Business owners/CEOs, marketing people, communications people, entrepeneurs, and anyone who is interested in understanding more about this overhyped and overcrowded industry.

Why it’s useful

I found the practical examples of calculating ROI particularly useful. I also found it useful to understand consumer behaviour and how important that is in determining your strategy for reaching your customers in the most effective way.