When it comes to social media management, businesses must get their house in order sooner rather than later. --Information Age, October 2010
Josh Bernoff explains why the only way to support digitally empowered customers is to empower employees to solve their problems. --mycustomer.com, 28 October 2010
Essential reading. Expertly written and packed with illuminating case studies. Read it before your competitors do. --I: Global Intelligence for the CIO, November 2010
Bernoff believes too many marketing departments are still focusing exclusively on short-term promotions and campaigns. --The Marketer, February 2011
A useful look at the value of social media as both a tool that can be used by irate customers, along with how they can be used by employees to resolve customer issues.
--LocalGov.co.uk, February 2011
About the Author
is senior vice president, idea development at Forrester Research and is responsible for identifying, developing, and promoting the company's most influential and forward-looking ideas.
Josh is the coauthor of Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), a BusinessWeek bestseller that has sold close to 80,000 copies to date. Abbey Klaasen of Advertising Age picked it as "the best book ever written on marketing and media," and Amazon's editors put it in their top 10 business books of 2008. In the same year, the Society for New Communications Research picked Josh and his Groundswell coauthor Charlene Li as "visionaries of the year."
Josh has been a Forrester analyst for 14 years. He created the Technographics segmentation, a data format integral to all of Forrester's consumer research. Josh is also known for 10 years of analysis of the television industry. Josh's research has been featured on 60 Minutes. His research, analysis, and opinions appear frequently in publications and media outlets including The New York Times, The Wall Street Journal, and CNBC. He writes a column for Marketing News, a publication of the American Marketing Association, and blogs for Forrester and Advertising Age.
Ted Schadler is one Forrester Research's most innovative and wide-ranging contributors. With 21 years of experience in the software industry, Ted advises clients in a wide variety of industries on collaboration tools and practices. Ted's current research objective is to help clients understand the impact of emerging technologies on information workers. His work includes research on real-time collaboration tools, the economics of cloud-based collaboration, and the effect of mobile devices on enterprise collaboration. Ted launched Workplace Technographics, a unique approach to understanding what information workers need from technology and Internet services. Ted has five years of experience conducting quantitative studies of consumers and companies in 14 countries, with more than 1 million completed surveys. These studies include work on segmentation development, market sizing, behavioral and attitudinal analysis, and persona creation