Groundswell by Charlene Li and Josh Bernoff is an interesting look at new technologies and how they empower people. “Groundswell” is defined by the book, as “a social trend in which people use technologies to get the things they need from each other, rather than from the traditional institutions like corporations.” (p.9)
The book argues that people, technology, and the economy are the three main factors of Groundswell. Large Corporations no longer have control of the media as they once did. With the ever expanding sources of media that now include blogs and social networking sites, it is even harder for corporations to keep up. This has put the people back in charge!
The book takes an interesting look at technologies such as wikis, open source, RSS feeds, blogs, social networking sites, tags, and widgets and how they threaten institutions. It lays out a set of objectives companies can use to be successful in the Groundswell. Although I think these business/marketing/PR techniques are useful, they should be done in addition to rather than instead of.
We may be moving more and more to a digital world but we have not yet completely abandoned traditional forms of communication and media. With more and more people on-line, companies are starting to make policies forbidding web surfing or blocking “recreational” websites. Without the ability to get on social networking sites and other websites during a work day, it may be more difficult for advertisers to reach customers. Also, there is still a generational gap among internet users. I think it is more important for companies to first identify their audience and then evaluate whether or not internet advertising and/ or blogging would increase their bottom line.
For some companies using sites like Twitter, Facebook, and MySpace, are great ways to reach their target audiences. Internet advertising is still far cheaper than producing and airing television commercials. My argument is that companies need to evaluate their target audiences and advertise accordingly. If buying into the Groundswell makes sense-then go for it!
One thing companies should take into consideration is that technology has put people back into the driver’s seat. Isn’t that where consumers belong…
