Groundswell Reading Ch. 4-9

How does the average person get into social media? Well, Li and Bernoff, wrote about the POST Method in, Groundswell: Winning in a World Transformed by Social Technologies, and it puts it quite simply and clear for those of us out there struggling to find a way in, but can’t seem to grasp this whole social media thing just yet.

 Here is the four step approach:

  1. 1. People- What are your people/consumers ready and looking for? Find out where they stand in their social activities. Are they bare minimum internet users, who still have dial-up… that thing most of us have tried to forget; or do they own laptops, iPods, and are known for being on their blackberry most of the time?
  2. 2. Objectives- What goals are you trying to accomplish? How many consumers are you trying to reach? What is your focus?
  3. 3. Strategy- How do you want and or see relationships changing between you and the customer? Hopefully you will see trust, credibility, and profit!
  4. Technology- There are so many different types of technology, which outlets will you choose to use? Do you prefer twitter? Facebook?

Some companies choose to not get into the whole social media venue. If not, this is okay. But if they do as an employer of that company, especially if you’re in human relations or public relations, you must listen. They are talking…. but are we listening? If you haven’t been Charlene Li and Josh Bernoff authors of “Groundswell,” have listed 6 steps on how to listen online. After you’re listening and start the ball of communication then you will watch your groundwell grow.

6 Steps to Listening:

  1. Find out what your brand stands for
  2. Understand how buzz is shifting
  3. Save research money, increase research responsiveness
  4. Find the sources of influence in your market
  5. Manage PR crises
  6. Generate new product and marketing ideas

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Filed under Reading Assignments, Social Media

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