In chapters 4-6 of
Groundswell, the authors discuss three important keys to success and strategies to achieve it. The topics covered include "tapping the groundswell", "listening to the groundswell," and finally "talking to the groundswell". Each is important, yet you will be stronger and more effective having a knowledge of all three skills.
Once you have tapped the groundswell, considered your strategy and looked at the important objectives, it is time to pursue your success. I fully agree with the authors' view on listening to the groundswell, because your company is only as good as the consumer believes it to be. Listening to consumers by monitoring response to your brand is important not only because it provides feedback but because it allows you to create dialogue with the community and emerge yourself in the groundswell. This is where "talking" comes in.
When I read chapter 6, all I could think of was Facebook and the interaction I have with clients and users of the company I intern for. Every day I connect with them through Facebook and often on Twitter as well. This is has already become common practice for many companies and will only continue to do so with time. If a brand wants to be successful, especially with today's tech-savvy consumers, they must learn the importance of communicating with their audience and potential audience, giving themselves another way to expand and strengthen their business.
