This is by no means a summary of the book... just three ideas that stuck with me as i listened. As I type these, I feel thay are kind of obvious, but always good reminders:
1) People have an innate desire to connect with others. In fact this connects really well with a set of research by Steven Heine on "similarity attraction" effect that I've been digging, which not only speaks to the desire, but also explains the cultural differences between North Americans and Japanese in this respect - both are seemingly opposite ends of the spectrum. This is another key point explained in the Groundswell book - which underlines the importance of not only profiling users from a technical perspective, but also geographically.
2) People in crowds can overpower corporations, governments and seemingly immutable forces. In the past 10 years, crowds have contributed to produce some game-changing results: Linux and Wikipedia for example. These two technologies demonstrate the power of people working for people. Not everyone need contribute - only 1% of the community needs to create for the system to "work. "
3) Technology strategy has to be based on a solid understanding of customer needs. This is even more important when it comes to deploying social media technology. Too frequently, we deploy technology for the sake of doing so - rather than understanding the intent we are trying to achieve. The book provides a simple framework (P.O.S.T.) to remind us of this fact. Each step links to the next, providing clear traceability from requirements to implementation.
P=people -> O=objectives -> S=strategy -> T=technology
Sounds good to me. :)
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