the irony of groundswell
mygma is currently reading the bestseller groundswell, which tries to advise companies on how to leverage themselves and participate in web 2.0 and, yet, the book fails to engage the reader. for instance, when summarizing a case study of procter & gamble’s beinggirl.com, groundswell includes the following “Have you ever done it?”:
let’s get serious, here. highlighting the nostalgic pitfalls of adolescence to obtain a LOL moment for your readers is trite. web 2.0 readings always seem to disappoint.