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Chapter from: "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies"
Published by: Harvard Business Publishing
Published in: 2011

Abstract

Social technologies are exploding. They are embedded within every activity, not just on computers, but also on mobile devices and in the real world. This is the ubiquitous groundswell. What does that mean exactly? In this chapter, social media strategy leaders Charlene Li and Josh Bernoff forecast the next steps in the groundswell trend. You'll learn how demographic and technology forces will create a disaggregated, collaborative, fluid world within the next ten years; how it will affect companies - and what you should do to prepare. This chapter was originally published as Chapter 14 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.

About

Abstract

Social technologies are exploding. They are embedded within every activity, not just on computers, but also on mobile devices and in the real world. This is the ubiquitous groundswell. What does that mean exactly? In this chapter, social media strategy leaders Charlene Li and Josh Bernoff forecast the next steps in the groundswell trend. You'll learn how demographic and technology forces will create a disaggregated, collaborative, fluid world within the next ten years; how it will affect companies - and what you should do to prepare. This chapter was originally published as Chapter 14 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.

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