Tapping the Groundswell with Twitter

In Chapter 10, Li & Bernoff highlight the important role of Twitter for firms that want to tap into the groundswell. While Twitter is a very simple and basic social media platform that limits its users to 140 character its advantages are that it is free, open, connects people, and gives them power (Li & … Continue reading Tapping the Groundswell with Twitter


Helping the Groundswell Support Itself

It can be expensive for a company to support its customers-- companies spend billions to run their telephone support centers (Li & Bernoff, 2011, pf 157). To reduce costs, companies started doing several things. First, they recognized they were able to post all their information up on their website and then direct their customers to … Continue reading Helping the Groundswell Support Itself

Listening to the Groundswell

As we discussed in my last post, users of the groundswell can fall into seven categories. In case anyone forgot what the groundswell is, it is defined by Charlene Li and Josh Bernoff as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like … Continue reading Listening to the Groundswell