My article on Groundswell is now out in Communication World, the IABC magazine. It’s based on an interview I did with Josh Bernoff, the co-author of Groundswell. For my friends and readers who are not IABC members, here’s a downloadable PDF.
It deals with what to do to engage, not punish, the bottom-up movement. How to tap into the energy of employees and customers. Many people are still figuring out this stuff. What do I know? I am still learning on the job, but there’s no shortage of learning moments.
Some months back, we had the “Janet” incident with Exxon-Mobil. Last week there was the Virgin Atlantic Facebook incident. If you’re interested, there’s some excellent commentary about this in For Immediate Release, (show # 394) the podcast by Shel Holtz and Neville Hobson.