Category Archives: Reading Assignments

Transformation of Groundswell: Ch. 10-12

     To wrap up and end the discussion of the last three chapters of the book, Groundswell: Winning in a World Transformed by Social Technologies, authors Bernoff and Li focus on the transformation. The key points were the relationship transformation that will take place between companies and the consumer. Companies are not the only one’s out there marketing or honing in on a product, the market is being driven mostly by consumers. Through the use of social technology, “word of mouth,” has really taken on a new role.

     As topics are being discussed daily even hourly through the Internet, companies must be aware and participate in these discussions. As I’ve posted earlier in the past reading notes, not all things said will be positive commentary from those offering up their opinions about a certain company or product, but it should be words that are valued by the company. This type of free insight into your consumers minds can better help you than hurt you. Be willing to communicate by monitoring social sites, and listen. In the end, you’ll probably know a lot more than what you did before, and come out feeling as if you know how to better cater to your consumers as well.

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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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