I am just reading Charlene Li and Josh Bernoff’s book Groundswell. It’s an excellent primer if you are looking to understand the potential, both good and bad, of online media such as blogs, podcasts, Facebook, MySpace, LinkedIn, YouTube, SecondLife and more.

Along with keeping up-to-date online, I love books about social and online media. Just for the record no one calls it new media anymore 🙂 It’s been around for a lot longer than most people realize. At any given time I have a line up of 4 or 5 books on this topic that I am reading and while groundswell has been around for a few months, it’s worth reading. Li and Bernoff, who are a part of the senior team at Forrester Research, have an in-depth knowledge of online media and who is using it. Their professional backgrounds in research add a layer of credibility and knowledge to their take on how communication is changing that is important. They aren’t just assuming or estimating who is online, they have done the research.

If you get the chance to read this book, do it. It will help give you a strong foundation of what online media can mean for your organization.