Empowering, Energizing & 'E'mazing

As has been the trend, Li and Bernoff have again managed to consume and inform me with Groundswell. There are so many different points that the authors bring to the surface that truly separate them apart from other texts on Social Media- by labeling 'listening, talking with, energizing, and embracing,' Li and Bernoff transform such a complicated medium into something understandable. For the purposes of this post, we are going to limit our conversation to A.) the importance of the groundswell base, B.) the side of groundswell that is not just for profit, and C.) Twitter!

The concepts of listening to the groundswell, talking with the groundswell, energizing the groundswell, and embracing the groundswell create a base of people from which companies can learn things. Once this base is established, it is manageable to talk with these people and encourage a participatory culture (Henry Jenkins) (pg. 164), which means the consumers CONSUME and CREATE. The 'base' creators/consumers create this conversation and dialogue (pg. 167).

 

Above is a Ted Talk with Henry Jenkins. I don’t know one person that does not like Ted Talks, so it’s a good watch if you’re interested. He says, “The Web has pushed a hidden layer of culture activity into the foreground” (pg. 164). Acknowledging this culture and embracing it is so important!

If you have this base of energized customers, then eventually you can create a Wiki (pg. 168). It is necessary to have people AND content. Without these, it is not the proper situation or not the right time for a Wiki.

When reading this I could not help but think of a project I have been working on. With a small group I am revising/creating a Social Media Marketing plan for this non-profit. Unfortunately, what they have in existence has not created this base that’s necessary, and because of that, even though a Wiki would be PERFECT, I cannot suggest this option in our plan until a solid base has been formed. Therefore, I can only recommend this as a future recommendation. Or do you think otherwise...?

A second point that I found particularly important was Li’s and Bernoff’s reflection on TJ and Michelle’s battle with having their twins. It is incredible how supportive CarePages was for these two, and finally after 75 entries, on June 7, 2007, they brought the twins home (pg. 157).
 

TJ, Michelle, AND their community were devoted to this forum, and it gave all a resource for support. This story was so compelling because it was a transition from the ‘profit’ approach I generally take to how social media is beneficial. Although not lengthy, this part of the book was extremely thought provoking, and made me think of the vast and PERSONAL connection that social media can produce. It’s all about people knowing what’s on their finger-tips, and becoming those creators.

 

 

The last point I want to bring up is about the author’s explanation of Twitter. I have been waiting for this…

 

 

This is where I admit, formally, on this blog and forum, that I do not use Twitter. I have recognized how people really do it, and don’t think anything against them, but haven’t seen a use for me. Today this all changes.

This is me, Katrina Fryklund, finally signing up for Twitter!

After reading this chapter, however, made me realize that it’s okay if I do not like Twitter personally, but the fact is, it can be used for many objectives (pg. 201). I have recognized that Twitter can be used for professionals and businesses, but up until this point I have not thought that it was important for me to use it. By getting used to the format, it will only help me as I graduate school, and aim to become a professional.

 

 

Twitter is so important, because the Creators, on the Social Technographics Ladder, are the ones that use this devise. Even though only 7% of people on the Internet use Twitter, those are the people that you want to reach out to, and the people that will give you information that can only help a company improve. The Creators on Twitter are the ones that are going to tell you a zipper does not work, or that a lid is inconvenient to use. Hash tags allow for specific searches that can relate to your business directly, and mostly, Twitter enables that back and forth conversation.

 

As I end this blog post, thinking about this mom and her love of McDonald’s because of one simple “Wolverine” toy, I can’t help but think of Rose’s example in class regarding her friend and Milano cookies. Maybe if I get a Twitter, I can get a personal stash of Milano’s! Just kidding, but on a serious note- the professional potential of twitter, totally separate from that of private interests, are almost immeasurable.