Your company's customers are talking about your brand right now, on Facebook and Twitter, probably in ways you haven't approved and wouldn't like. Your support representatives' conversations with customers will show up on YouTube, and so will your TV commercials, intercut with sarcastic commentary. This movement-the "groundswell"-comes from a thousand different sources and washes over traditional businesses like a flood. And while you can't stop it, you can understand it. In fact, you can not only understand it and learn to live with it; you can thrive in it. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff give a brief history of the groundswell and show how it can threaten your company and your brand. It's a call to action that you and your company can't afford to ignore. This chapter was originally published as Chapter 1 of "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies."
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