Riding the Groundswell of Social Media – a podcast with Charlene Li

Right now, your customers are writing about your products on blogs and reediting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works.

Most companies see the groundswell as a threat. But you can see it as an opportunity!

That’s the reason that Charlene Li and her Forrester Research colleague Josh Bernoff wrote their new, appropriately named book Groundswell: Winning in a World Transformed by Social Technologies.

In the book, they describe the strategies and stages every company needs to go through to listen to, talk to, energize and embrace the groundswell. I had a chance to catch up with Charlene to get some answers to questions that came to me as I read the book and compared my social strategy with their recommendations. So I hope you enjoy this podcast …

Riding the Groundswell of Social Media – a podcast with Charlene Li

About Charlene

Charlene is one of the leading voices in the area of Social Computing and Web 2.0 through her work over the past nine years with the respected technology and market research company Forrester Research. She is one of Forrester’s most quoted analysts. An accomplished and frequently requested public speaker, she often appears at industry events and delivered the keynote speech at Forrester’s Consumer Forum in 2007.

Charlene analyzes how companies can use technologies — like blogs, social networks, RSS, tagging, and widgets — to meet business objectives. She started her own analyst blog in 2004 and is regularly cited as America’s most influential analyst blogger. She shares her blog with Josh Bernoff.

Previously, Charlene led the marketing and media research team at Forrester and ran its San Francisco office. She has also been publisher of interactive media for Community Newspaper Company, a group of newspapers in Massachusetts, and served on the board of directors for the Newspaper Association of America’s New Media Federation. Charlene has managed new-product development for the San Jose Mercury News and has also been a strategy consultant for Monitor Company. She holds an M.B.A from Harvard Business School.

Charlene lives in San Mateo, Calif., with her husband and two children, all of whom are happy, engaged members of the groundswell.

Written by Paul Dunay
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations. Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011). His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand. Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa. Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.