Groundswell Ch. 1-4 - Reading Reflection 1

In Chapters 1-4 of Li and Bernoff's Groundswell, we've learned a good deal. We've heard about who the "groundswell" is, and how it functions as one collective force. We've also learned about what businesses are doing to tap into the power of the groundswell.

Between monitoring web chat forums and arranging focus groups, we've learned that it's possible to tap into customers' minds -- both present and potential. But merely that insight isn't where the work ends. Businesses need to take that information, synthesize it in a way that makes sense for their corporation, and incorporate it into their PR and marketing strategy.



Whoever made this graphic definitely gets the picture.

This new knowledge then needs to be shared with other functions within the company. In the words of Li and Bernoff, "As listening becomes a bigger part of your company, you should integrate the results into corporate decision making," (Li, Bernoff, p. 97). And then, once that's checked off your to-do list, the company needs to continue the forum-monitoring and focus groups (or whatever activities they chose), because the groundswell's opinions are always changing and "[don't] stand still. Master the tools [they]'ve described in the last dozen pages or so, and you're still not done with the groundswell's rapidly evolving technology base." (Li, Bernoff, p. 35).

We don't need to be seasoned marketing professionals to read between the lines here; tapping into the groundswell is hard work. 

My head is spinning just thinking about developing a marketing plan.


Sure, public opinion is always readily available  -- but tuning into this opinion requires planning, action and (usually) a flexible budget. Even more difficult is the task of putting your newfound knowledge into action. Which is also not cheap.

Do YOU know the signs of Groundswell-Approach
Avoidance Syndrome in your coworkers?

But, in the end, it's what the successful companies do to stay afloat. Anyone on the internet knows this, as we're always bombarded with the "how did we do?", and "take our survey!" popups after making an online purchase. This is why I wasn't at all surprised to hear that in Chapter Four, the analysts at Forrester Research frequently encounter customers who are itching to engage with the groundswell, but aren't sure how -- or why. Li and Bernoff actually equate this to a low-grade fever.

As they've showed us, dipping your toes into the groundswell can make marketing strategists wary. "These people know they need to get involved, but they're nervous about moving forward" (Li, Bernoff, p. 66).


If you can't find a brand online, is it even a real company?

I can see why it's a daunting task. It's hard to think of a target market that isn't on the internet nowadays. In November of 2015, a study by Marketing Sherpa found that online adults in the U.S. aged 18-34 in the are the demographic most likely to follow a brand via social media (we can assume this number has gone up since then). Now, this doesn't mean that other age groups aren't following brands online...

...But it does mean that there's no question about your company's need for a social media presence. It's just a question of how well your presence will resonate with your audience, which is exactly what Li and Bernoff tell us in their book. For me, personally, I look to a new brand's social media accounts before making a purchase. If they have an Instagram account, great. If the comments on their photos are from loyal followers, even better. But if I can't find an account, you've lost me. Not having a social media presence speaks louder than a Twitter account with thousands of tweets. If you don't want to engage with my generation, why should we engage in business with you? I can't be alone in this thought process.

Have YOU ever found a new brand you were interested in, but were wary about making a purchase because of a lack of social media presence?

Does a company having a Facebook, Weibo, Twitter or Instagram account influence your feelings towards them? Why or why not?