DM 053: Charlene Li, author of Groundswell on Emotional Motivations and the 5 Objectives of Social Media

Published July 8, 2008 at 5:00 p.m.
Charlene finally explains her oft-quoted prediction that "in the future, social media will be like air." Go with us to "Charlene Land" and hear how open social interoperability and the ubiquity of her social graph will change her life (and yours) for the better.  If you are in corporate America and need to address social media, this interview will give you direction. Groundswell helps corporations artfully solidify a rational strategy for social media engagement based on their customers' profile and their corporate mission.Find out what emotional motivations cause you to participate in social media. Are you fueled by the hope that your altruistic impulses will pay off Karmically? Are you in need of validation? Do you have the prurient impulse to seek other's exhibitionism for your personal pleasure? Or are you succumbing to social pressure from your friends?You'll enjoy seeing not only where you fit in the emotional landscape of social media, but where you fit on the ladder of participation. This is what Forrester calls the Social Technographics Profiles. And there's a tool on the Groundswell blog http://www.forrester.com/Groundswell/profile_tool.html that you can use to understand the profile of your customer base so you can choose the right applications and technologies to satisfy your business needs. Find out: are you a spectator, a joiner, a collector, a critic or a creator? Can you be more than one? Yes! It's a categorization, not a segmentation.  And Charlene gives us the secret to getting audiences to become active contributors...Charlene reveals the "Holy Grail" --  "What drives participation?"Charlene and her co-author, Josh Bernoff have done an amazing job leveraging the blogger community for book reviews. Suz "retweets" a question from Jeffrey Philips of OVO and the Working Smarter blog review where Jeffrey asks "What are larger firms, who have concerns about disaggregated, third party solutions run by very small firms that may not be able to demonstrate longevity or the ability to manage critical, sensitive communications links to customers?" Charlene solves the question handily and it's great advice for any corporation who knows that they MUST get involved in the groundswell but is concerned about HOW to do it.It wouldn't be DishyMix if we didn't get to know more about this "Woman to Watch" (according to AdAge) and her personal life...Hear about her favorite book (which Suz' likens to "business porn"), her secret, decadent pleasure and more on this actionable and entertaining episode. And, please forward this episode of DishyMix to one friend! (You'll hear why in the show.)


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