This is an assignment for my classs, Social Media & PR (PRCA 3030) These reading notes are taken from:

Groundswell: Winning in a owrld transformed by social technologies By Charlene Li and Josh Bernoff

Ch. 1 is “Why the Groundswell- and Why Now?”

  • Li and Bernoff define groundswell as a “social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
  • Groundswell comes from the collision of three forces
    • people
    • technology
    • economics
  • Why you should care?
    • “offline, people don’t change behaviors quickly, so companies can develop loyal customers.”
    • “online, people can switch behaviors as soon as they see something better.”

Ch. 2 is “Jujitsu and the Technologies of the Groundwell:

  • Principle for mastering the groundswell
    • “concentrate on the relationships, not the technology”
  • How they enable relationships
    • blogosphere- created from the interlinking creates relationships between the blogs and their authors.
  • 25%  of Americans visit social networking sites

Ch. 3 is “The Social Technographics Profile”

  • Social
    • refers to the people-to-people activities in the groundswell.
  • Technographics
    • refers to Forrester Research’s methodology for surveying consumers-similar to demographics and psychographics but focuses on technology behaviro
  • Profile
    • allows the comparision any two groups of people- like gen y vs gen x.
  • Social Technographics Profile is a way to group people based on the groundswell activities in which they participate.
    • creators-online consumers who publish atleast 1 a month (blog or article), maintaing a web page, upload videos or audios. (18%)
    • critics- react to other content online, posting comments on blogs or online forums, post ratings or reviews, or edit wikis( (25%)
    • collectors- use RSS feeds, add tags to Web pages or photos, and vote for Website online (12%)
    • joiners- maintain profiles and visit on social networking sites (25%)
    • spectators- read blogs, watch videos other uploaded, listen to podcast, read online forums, and read customer ratings (48%)
    • inactives- none of these activities are engaged.  (44%)



Purchase Groundswell

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