Recently, I've finished a reading of two books that I consider they are complementary. Both books were published this year and represent a good insight of new trends on social technology and how corporations could use them to improve their marketing strategies, communication with their clients, and even more how to use consumer feedback for developing new products and improving other just released.
Groundswell book define the groundswell as "a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations."
Also this book is considered a Best Seller in USA and talks about the power of word of mouth to spread and consolidate a social Internet-based community, and it is really good to understand how to use the power of groundswell but most important is by understanding that people are more important than any social technology... you have to focus on people for getting successful results.
On another hand, The Word of Mouth Manual volume II is really easy to read and provides good insights to word of mouth power. I've mentioned this book in a previous post on June.
This book also talks about success of BzzAgent Company, which was founded by the author, a word of mouth network company that provides services to any other who wants improve its marketing strategy with the word of mouth foundations.
The most important insight from this book is that Word of Mouth is more powerful than Viral Marketing because the first one is a slow process which needs time to build and then it's consolidated by the long-term. Instead, the second one is a lucky event in anytime which is not consolidated by the long-term.
I recommend you these books. Enjoy them.
- Ricardo Seguel P.