How empower your institution taking advantage of spontaneous social movements Network is the leitmotif of World Groundswell, a trial full of practical examples, ideas to bring to fruition the cultural change in business and strategies to ensure the pipeline of ideas through a participatory software. For the disoriented explain groundswell is defined by the authors of this paper as "a social phenomenon is that people use technology to exchange what they need, without resorting to traditional institutions like corporations." One of the most popular prior to the emergence of social networking, eBay is -a virtual space where, instead of buying the stores, what you do is buy people directly. Then came Facebook , Linkedin and Twitter , among many others, and are here to stay. Because, as highlighted in this paper, the phenomenon exchange, at the confluence of people, technology and economy is now irreversible. What Tim O'Reilly dubbed "Web 2.0" is today a reality Charlene Li and Josh Bernoff what strategies proposed are accompanied by specific cases to show the benefits of true active listening, both inside and outside your organization. Cheap and easy to create, groundswell technologies are present, their daily consumption a reality.
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