Forrester Research Analyst Josh Bernoff co-authored the number one Internet marketing book of 2008: Groundswell: Winning In A World Transformed By Social Technologies. The book he co-wrote with former Forrester analyst Charlene Li broke new ground by applying innovative principles of audience segmentation and measurement to social media marketing campaigns and by relating a litany of real-world case studies.
Since the book came out, Forrester has been at the center of controversial research that indicates that corporate blogs are missing the mark by failing to communicate with customers in meaningful new ways. Businesses are still casting about to find a means of engagement that works for them and blogs just aren’t doing the job at the moment.
Bernoff believes that corporations will find the right tools, but the bigger goal should be to humanize interactions between them and their constituents. In his frequent writings on the Groundswell blog, he argues passionately that years of cost-cutting and automation have robbed many businesses of their personality. Now they have the means to become genuine, but too many companies simply use new media to force the same old message down the pipe. No wonder Forrester Research has recently shown a corporate blogs have less credibility than advertisements. In this interview, he talks about how social media continues to shake up the status quo.
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