Groundswell: a social media movement that cannot be ignored

In 2006 Forrester Research, a technology and media research company, was bombarded with social media concerns from worried clients. The surge in online participation and the potential effects were of the utmost importance. Forrester Research could not properly educate all of their clients about social media, so Groundswell: winning in a world transformed by social technologies was written to meet the needs of clients, management, marketing and anyone interested in learning more about this phenomenon.

Written in 2008, Groundswell is now common knowledge to most tech savvy readers. However, it is a helpful glossary of social media for those new to Web 2.0 or for those seeking a basic review. The message behind Groundswell is fairly simple. The Internet has changed everything. To survive, companies must use social media to build healthy, lasting relationships with consumers. Authors Charlene Li and Josh Bernoff argue that businesses must be included in the conversation or it will go on without them. They must contribute in a positive, proactive and meaningful way, because in today’s market, one bad incident can spread on the web and destroy the very foundation of a company.

Trying to understand this new social media phenomenon is made easier with this casual, informative resource, co-written on a wiki. The authors lead you by the hand through a litany of technologies used by consumers. Though the text moves quickly, it focuses on case studies and stories to reinforce their theories. If the technology is well known, the facts surrounding the groundswell effect on that technology are not. Companies and consumers are now discovering what this book has laid out. It’s an important read if you want a better grasp on the social media explosion.

Though it has a business book feel to it, Groundswell is a useful resource for the consumer. It explains the power consumers have in companies and the importance businesses are now placing on the customer. More importantly, it gives the consumer a fresh perspective on company marketing, on how to use their voice to improve products and change companies. The groundswell may be common knowledge to the business minded, but it is still pertinent knowledge for the savvy consumer.

Many claim that this book is outdated and too basic. That’s a fair argument to make two years down the technology-driven road. However, that’s excluding those readers who have not been introduced to the social media frenzy, or like most, haven’t had the time to learn everything and think about the consequences. Another complaint is the lack of specific instructions to master the groundswell. Yet, the reader is warned that no such manual exits, as everyone is just now stumbling into the explosion of Web 2.0. In fact, a blueprint for mastering social media is impossible, because no two businesses are alike. 

However, Groundswell does not focus enough on the consumer, as even those in the corporate world are consumers. The text is written for a business-minded audience, but a few paragraphs in each chapter could easily increase readership and usefulness. The statistics on those using the Internet and to what purpose were useful, but some explanation of the amount of people in the percentages would be helpful. Groundswell needed to address the small business owner more, as they do not have the resources to constantly monitor comments and post new material. Lastly, it would be nice if the book had provided a detailed list of which technologies are best for small and large companies, for those providing goods and for those providing services. 

The importance of capitalizing on the groundswell is evident in 2010. Businesses have been created just to protect brands from Internet abuse. They troll the Internet day and night for bad buzz, reducing negative feedback as much as possible and alerting the company of major problems. Companies are transforming their products and business practices from the chatter of online consumers.

The number of people reading and participating in the groundswell has increased dramatically since 2008. Twitter in 2008, was just a fledging new social media. Today Twitter has increased sales for businesses, started buzz for companies and connected consumers with friendly customer service. It’s no longer a cold and austere exchange of money for goods and services. It’s an engaging exchange of ideas that companies must participate in to survive. Companies exist because of consumers. Consumers are now uniting to improve products, lower prices, change business practices and above all, make the company work for them. No business can ignore it.

As a consumer, I debate over letting my voice be heard online. Will anyone read this? How much time and effort will I put into this review and never hear any feedback? If I toss out my opinion will anyone listen? Cyberspace is just that, space, air, no man's land where ideas are thrown out and fall without a single acknowledgement. But Groundswell changed my mind. Will a company listen? Yes they will, they'll listen because they have to listen, and what's more, they'll react. They can't ignore the consumer anymore because we are not one; we are many. Now do I want to be a part of this? Do I want to participate in changing the way companies create products, manage customer service and do business? Yes, I do. I'll be joining the groundswell so that my voice can be heard. 

Groundswell: winning in a world transformed by social technologies