Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies.

The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively.

Procter & Gamble created beinggirl.com Archived 2016-04-10 at the Wayback Machine to introduce girls to P&G feminine care products.

The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign.

[3] Kevin Allison of the Financial Times praised the book for its focus on Web analytics: "[Groundswell] is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment.