Li, whose Groundswell is a great primer on using social media to connect with your customers, is a former analyst for Forrester Research. That means she is comfortable with stats, buzzwords, and long papers on corporate strategy. But as the founder of her own consulting firm and a longtime blogger, she is also a practitioner, which means she knows not only what is supposed to work but also what actually does.
On the right way to use social media
"Engagement is more than just setting up a blog and letting viewers post comments; it's more than just having a Facebook profile and having others write on your wall. It's also about keeping your blog content fresh and replying to comments; it's building your friends network and updating your profile status. Don't just check the box; engage with your customer audience."