Groundswell could be one of the most current and comprehensive marketing books on shelves today. With insights into some of the biggest corporations and how many companies are dealing with social media, digital technology, and it's impact on their customers. I'm particularly fascinated by the Social Technographics of specific groups. And by group, I think it would be easier to understand if you think of a group as like-minded people on a specific subject or topic i.e. car mechanics, or quilters. Here's a quick slide presentation on the concept. Which category do you fall into on topics that interest you? Does it change? Could you be in all categories on some subjects and only in one on another? Very Interesting and yet another challenge for marketers.

Stefan