Top positive review
In The Groundswell Whether You Like It or Not
on July 20, 2011
"Groundswell" is a social trend where people use social technologies to get what they need.
People use these technologies by:
* Generating blogs, web content and podcasts.
* Connecting in social networks and virtual worlds.
* Collaborating in wikis and open source.
* Reacting in forums, ratings and reviews.
* Organizing content with tags.
* Accelerating consumption with RSS and widgets.
There are five main objectives (aligned with business functions) for participating in social technology such as Twitter:
* Listening (Research) - mentions of our company
* Talking (Marketing) - useful, helpful tweets
* Energizing (Sales) - finding people who write about you and re-tweeting
* Supporting (Support) - customer support
* Embracing (Development) - get ideas on how to improve products
"Don't bother setting up a Twitter account and tweeting links to your press releases--you won't get a whole lot of followers. Instead think about what you can offer that might get picked up and repeated by others." (Groundswell, page 203)
There are different types of people using social technologies:
* Creators - may create blogs, websites, etc.
* Critics - participate in communities, blogs, commenting, etc.
* Collectors - bookmark websites
* Joiners - join communities e.g. Facebook
* Spectators - just read
* Inactives - don't use social media at all
This book uses current and relative case studies to prove its points. In summary, Groundswell recommends getting started with social technology because it's already happening whether you're participating in it or not. It's recommended to have a social strategy that starts with one of the above objectives and measures it. I recommend anyone who is using social media in their job to read this book.