Charlene Li, co-author of Groundswell – Winning in a World Transformed by Social Technologies and founder of Altimeter Group was recently invited to speak at Google.  Her discussion centered around leveraging the influence of social media from the perspective of corporations.  Throughout her presentation, she offers a number of insights, tying them to real world examples of companies that are utilizing these technologies to connect with their customers in meaningful ways.

She explains that businesses need to focus on developing relationships, the goal being to create a conversation with consumers as opposed to simply delivering a message.  The first step in accomplishing this is being able to step back and listen, the only way a brand can truly know their audience and develop an appropriate strategy that speaks directly to them.

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