Are our customers (students) talking about our brand right now on MySpace--probably in ways we wouldn't approve? Are conversations with students showing up on YouTube intercut with sarcastic comentary? This may have somone in administration tearing his or her hair out--no names mentioned. Like a flood, it can't be stopped in any one place and perhaps not at all. This is all leading up to--yes, you guessed it--a new book out in May called Groundswell by Charlene Li and Josh Bernoff. They explain how you can turn this "threat" into your greatest asset. With tools and data straight fromm one of the nation's top research firms, you'll learn how to evaluate new social technologies as they emerge and how to make them a part of your strategies. Who is first to reserve this book?? (Some of the clever comments here are revised a little from the book.)
Source: Harvard Business Review
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