Chitchat with the Groundswell in Social Media
Forrester Research’s Charlene Li and Josh Bernoff wrote a fascinating novel that examines social media. “Groundswell: Winning in a world transformed by social technologies” looks at how companies can harness the power of the groundswell.
The groundswell 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.”
SHOUTING
So everyone knows that companies are willing to shell out millions of dollars to run an ad on tv. Super Bowl Sunday is a prime example of this theory. But what do ads really accomplish? What if you could talk to your customers…
How do you talk to the groundswell?
1. Post a viral video.
George Wright and Blendtec put together the viral video “Will It Blend?” These videos advertise the product and reach a mass audience the even the Super Bowl can’t compare with. The company even has a “Will It Blog?” area to their website that allows customers to weigh in.
2. Engage in social networks.
Ernst & Young Careers page on Facebook allows college students to asks questions and get real answers and advice. The company takes time to respond to each comment posted on their wall. Students are exposed to traditional media, but they talk!
3. Join the blogosphere.
GM’s blog has loads of information on a variety of topics. Blogging can offer lots of different opportunities, so businesses have to decide their purpose for the blog. You can’t start a blog just to save costs and be successful. Most importantly, you need to use your blog to start and engage in conversation with your audience.
4. Create a community.
Companies that create and maintain a community can tap into the groundswell with incredible. First make sure your audience will join the community (see Social Techographics Profile). Proctor & Gamble targeted tween girls for feminine care products with the creation of beinggirl.com. Being Girl gave girls the chance to ask questions and get answers on questions they were too embarrassed to ask anyone else.
If you’re company is looking at social media and aiming to become part of the conservation, then simply start by talking to the groundswell!
Connecting the Dots: Public Relations and Web Development
When I first heard about VISTE, I was eager to take on a new challenge and do my best as an intern. In just under two months, I have learned more than I could have possibly imagined. I’ve written a proclamation for the City of Lakeland to declare April Volunteer Month, a press release with another on the way, and started planning the Annual Volunteer Luncheon.
My favorite task to date has been working on the new VISTE website. After taking a cursory glance at the website, you’ll know why we need something more. Our website tells you about VISTE, but lacks pictures, a press information, a calendar, and the general ability to adapt as the organization changes.
The new website will be launched in April. Stay tuned to the blog to catch a glimpse of some of the changes. The website will be more user friendly for volunteers, clients, and supporters. If you have any suggestions to improve the website, please leave a comment. The more feedback we can get, the more we’ll be able to help you.
Later this week I’ll be posting an interview with client who worked in television during the 50s.
Category:
Blog Comments, Topics of the Week
Tagged with: