New media evangelist who fails to convert entirely

摘要

There is surely no dispute that social media is the current 'big thing'. The impact of YouTube, Facebook, Twitter et al on business, politics, education and science is manifest and growing. An increasing percentage of the population live their lives online and managers need to understand and make use of this powerful new technology.rnA couple of years ago, two executives at the highly respected Forrester Research wrote a book called Groundswell, which analysed the social media phenomenon and its potential in the context of marketing to and engaging with consumers. The book was widely praised and became a bestseller. Now one of the authors, Charlene Li, is back with another take on the Zeitgeist. This time it is Open Leadershipand it seeks to apply the lessons of social media to managing businesses more effectively.