"Groundswell" the new drift, Businesses should embrace!

Who knew 100 years back that there will be a technology called the internet in the future? Well, we don't know about that, but we are aware that we humans have always depended on each other and worked as a strong community, raising voice against anything wrong and unjust, the history is the proof. Earlier the community was smaller and tight, but it is thriving after the birth of the internet. We all are now part of this big community of "Web 2.0." We never change, but our ways change, we are good at adapting the new technologies.

Groundswell winning in a world transformed by social
 technologies by Charlene Li & Josh Bernoff 

Business and market experts are now aware that the power is in our hands. Regardless of the technology, we decide and form the company's brand image and reputation.

The Book "Groundswell winning in a world transformed by social technologies" by Charlene Li & Josh Bernoff helps us understand the concept of groundswell and how to use it in our favor. 

So what is a groundswell?

It is a "social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations." (2008, Pg. 9)

If you think that groundswell is about learning new technology and using it efficiently, then you are wrong; it is just apart of it. Mainly it is about the relationship. How you form a relationship by using that technology? As the book states:

 "First, the technologies change rapidly. And second, the technologies are not the point. The forces at work are." 

They add to it,

 "here's the principle for mastering the groundswell: concentrate on the relationship, not the technologies."

in the groundswell, it depends on the relationship, how we connect with others, and form a community? This decides who holds power?

Those who realized the power of groundswell understood that there is no way they can win by fighting it; the only way is to embrace it. The market experts now focus on the new tool called "Social Technographics Profile." This helps people in creating strategies based on the groundswell tendencies of any group of people, anywhere. (pg. 41) 

Social Media Network

Not every one of us creates content on social media or regularly provides criticicm to the content. We all are different. We all have different tastes, even if we have a common interest and share a part in a common community, but our roles might differ. The ladder bellow tells us more about the different categories we involve in the groundswell.

Social Technographics Ladder

Even though we have different social media platforms, ideas, and interset. We still have a few things common: 

The desire to connect

To stay in touch

To help each other (pg 49)

Why business should embrace groundswell?

The question is, why not? It is crystal clear that the awareness among people has increased. They know how to decide and influence the products and services we provide. 

"Your brand is what your customers say it is. And in the groundswell where they communicate with each other, they decide" (pg 78)

The companies need to understand that its time to focus on building relationships with the customers instead of providing them with Advertisements full of their product details. As customers can decide for themselves if the product is great or not. What matters is how can you help them decide in your favor?. The answer is by understanding them, listening, interacting, and engaging them.

A company like Nike is aware of the power of social media and relationship with its people. They recently launched a brilliant commercial, "You Can't Stop Us." It shows a powerful story of sport living on through any kind of adversity. The other example would be Nike's "Play for the World" campaign. The company knows how to blend in the public's mood and successfully spread the asocial message on its social media channels. Conveying the importance of social distancing during the coronavirus pandemic.

Play for the World- post

There are many campaigns where Nike raises its voice on different social media platforms. To show people that they are with us, they are aware of the world and care about it. 

BLM Post

We like it when someone listens to us, engages with us, and interact with us; it makes us feel like a community. The business that is yet to find the golden strategy to win customers should realize that it is not about them; it is about us, the people. 

So what are you waiting for? If you haven't already, its time to embrace the power of groundswell...