Social technology is transforming the world as we know it. Corporations are struggling with a new trend: consumers using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it is unstoppable, it affects every industry and it represents a revolution in the way we must approach public relations in every sense of the word.
Bernoff is one of America’s most prominent and widely quoted technology analysts. He has been a Forrester Research analyst for 13 years and is currently a vice president at the technology and Market Research Company. He created the Techno-graphics segmentation, the foundation for Forrester’s worldwide consumer survey business since 1997.Bernoff’s analysis aims at a deeper understanding of people, how they use technology, and how that affects business. He blogs at blogs.forrester.com/groundswell.