FIRE! Interview from Fast Company with Charlene Li on Groundswell

• Posted by Ashley Fidel
• On July 07, 2008


• Interests: Social Media

Fast Company, a magazine that covers the best and next practices in business, posted an interview with Charlene Li on “Flaming Laptops, Sleeping Technicians, and the Streisand Effect.”

In the interview, Carlene Li discusses her new book written with Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, and the shift of power from companies to people. She points to hilarious social media episodes like the popular video of the sleeping Comcast technician that imposed huge corporate headaches. Other examples like the Dell’s responsive “Flaming Notebook” blog show how social media can be used to constructively deal with product problems and engage customer concerns. Charlene shows us that whether social media seems like a promising business opportunity or a CEO’s worst nightmare, the future is in web 2.0 communications. She calls this movement the “groundswell” trend because “people have social technology in their hands and they can connect with each other and get the things they need from each other rather than from companies and institutions.”

As Charlene suggests, we have the power to endorse or completely humiliate a company just by rallying the ranks of YouTube, Facebook and the blogosphere. Using these social media tools and more, what else can we change about the relationship between business, customers and society as a whole?


Read the full interview here.

• Tags: social media,Fast Company,corporate social responsibility

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