The book, “Groundswell: Winning in a World Transformed by Social Technologies” by Forrester’s Charlene Li and Josh Bernoff offered companies a much-needed framework for companies to understand social technologies and consumer behaviors. It also introduced the now popular four-step process for developing a social media strategy.
A lot has changed since we first interviewed Charlene Li about the Groundswell, including her move to begin the Altimeter Group. Other changes include blogging having met its match as a popular social technology with the exploding popularity of tools like Facebook and Twitter.
Charlene’s new book, “Open Leadership: How Social Technology Can Transform the Way You Lead”, is essentially about how leaders can tap into the power of the social technology revolution and how to be “open” while still maintaining control.