Energizing the Groundswell

In class I have been reading “Groundswell” by Charlene Li and Josh Bernoff. Groundswell by definition is a social tend in which people use technologies to get the things they need from each other instead of from a company.

Groundswell was written in 2008 and is now outdated by most standards, but the authors explain valuable topics that can still be applicable to companies today. In this weeks reading, the authors discuss in chapter seven how to energize the groundswell. To some, groundswell might seem like a deterrent to companies. However, it can be transformed into a benefit.  Energizing the goundswell is encouraging and giving consumers the push to write ratings and reviews on a companies site. 

Have you ever had something similar to this show up in your email?

I realized this is a company such as Forever 21’s way of energizing the groundswell. Forever 21 understands that if I were to highly rate the skirt I bought, someone else may also buy the skirt.

“People believe other people more than media” 

So what happens if people do not like a companies products? Li and Bernoff explain energizing the grondswell is not for everyone. The company must do research on how the customers are reacting to the products and if your company even needs to energize the groundswell.

Overall, it is important to let customers review the companies products, but it is also important to listen to what the consumers are saying and respond whenever possible to ensure there is still control over the company and brand.