Talking with the Groundswell

An organization's marketing department is responsible for speaking to their customers; two of the most popular, and expensive, methods are advertising and public relations (Li & Bernoff, 2011, pg 101). However, research has indicated most of the money spent on advertising is spent on TV commercials. Why is this an issue? Well, TV advertisements are repetitive … Continue reading Talking with the Groundswell


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