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groundswell.pngBy B.L. Ochman
It seems that there’s another book about social media marketing published and a social media marketing conference happening somewhere every day as agencies and corporations try to figure out how to deal with the new landscape that has knocked them all on their asses.
At long last, the fact that social media is not a flash in the pan is unavoidable. I’ve been to several sold out conferences in the past few weeks, including Ad Age Digital and PSFK’s fascinating Ideas and Trends Conference.
The glazed look of overwhelm: conference face
The content was high level. The speakers were earnest, and yet many in the audience took on a glazed appearance as they realized the enormity of recent change in marketing, media, advertising, and most of all, the power held by consumers. I was astounded by what was new to the audiences. I know, I know, I’m an early adopter. But how could there still be anyone in communication who has never read a blog? And yet, there they are, at every conference.
Oy vey
Last week, a senior executive at a major music company told me, sheepishly, that she’s never read a blog. “Really?” I asked, “not even music blogs?” She said, “I know I should, but I just haven’t gotten to it.” And the woman with her shot out, “I don’t have time for that shit.” Oy vey. “Nice to meet you both,” said I, walking away.
In the course of one week, I listened to lots of old school ad guys talking about how to re-purpose interruption advertising for the Internet; was told, more than once, that bloggers are an unethical mob; and participated in a creative session where not one idea included social media. To say the least, as someone who makes a living helping companies incorporate social media into their marketing mix, I was discouraged.
A ray of sunshine in a Groundswell
But then a wonderful thing happened: Charlene Li and Josh Bernoff sent me an advance copy of their new book, Groundswell. I’ve been creating social media marketing campaigns for corporations for several years, so I know most of the case studies, and I certainly am familiar with the tools. But there’s no way I could ever organize and explain the information as well as they have.
Charlene Li and Josh Bernoff grok new media, and so will you when you read this book. Whether you are still scratching your head about what’s going on, or you’re a veteran new media marketing strategist, you need to read this book.

I’ve read a few dozen books about Internet marketing, new media, blogging, etc. Many are well written. Some have flashes of brilliance. But Groundswell trumps all the new media marketing books written so far.
If you read this blog with any regularity, you know I don’t gush. Rant yes, gush no. But I’m gushing about Groundswell.
Order it now, today.
Get out your magic marker and your sticky notes, and go sit in a corner and read this book. It’s not only the most lucid explanation of how social media has changed the world; it’s a fun read. Buy a copy for all of your clients. Go ahead, get your credit card. You need this book! Read the blog, use the tools on the Groundswell site. Before, I was sad, Now, me so happy!