Charlene Li and Josh Bernoff’s book “Groundswell: Winning in a World Transformed by Social Technologies” is a great guide for any business employee looking to make an impact in today’s world of social media marketing, regardless of whether they are just starting out, or already a tech-savvy expert. If the book has one main takeaway, it is that the groundswell, which is public opinion that travels through the masses via the internet, is unpredictable and uncontrollable. In Li and Bernoff’s words, “this movement can’t be tamed. It comes from a thousand sources and washes over traditional business like a flood. And like a flood, it can’t be stopped in any one place. Often it can’t be stopped at all” (9). Flood preparation is good for us to practice in the digital world as well as the real one! To employees and business owners who are unfamiliar with online methods of communication, all of this may sound intimidating, and maybe even a little bit scary. Not to worry! In chapter 2,...