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Interview: Forrester Analyst Josh Bernoff on Shaping Consumer Sentiment via Social Media

Josh bernoff forrester "The power has now shifted such that big companies need to be worried about one individual with a microphone called a 'blog.'"

When I first read that quote from Forrester analyst Josh Bernoff, I was compelled to ask him about what many brands may perceive as the downside to the democratization of digital media.

In this source interview for my book, THE ON-DEMAND BRAND (available everywhere books are sold), Bernoff (co-author of Groundswell: Winning in a World Transformed by Social Technologies and Empowered), shares his views on what brands must do to monitor and shape consumer sentiment in the age of social media.
Listen to: Josh Bernoff: Monitoring & Shaping Consumer Sentiment in the Age of Social Media (approx 8:49)


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