What is the Groundswell? A spontaneous movement of people using online tools to connect, take charge of their own experience, and get what they need – information, support, ideas, products and bargaining power – from each other. – Groundswell, winning in a world transformed by social technologies

In 2006, Forrester Research identified a trend that was happening online. Internet users were taking advantage of various tools to connect with one another in multiple ways – this was threatening to companies. Threatening because consumers were reaching out to each other for purchasing advice, to rally together against a failing product, to share product reviews, compare prices and for many other reasons. Rather than seeking information from corporations – consumers were seeking information from one another – this is the Groundswell.

This behavior has not slowed, it has only grown. And the technologies that enable the behavior have evolved as well. Some brands are thriving in the Groundswell, others have been slapped in the face with it and some still want to ignore it as if it doesn’t matter and will just go away.

It isn’t going anywhere. People are talking about your brand.  And you can’t stop them.

Not sure where to start? Let me direct you to the very piece of literature that brought me to this post – Groundswell, winning in a world transformed by social technologies.

Groundswell is written by Charlene Li and Josh Bernoff – both analysts for Forrester Research.  The book details everything from getting to know and recognize the Groundswell, to how to talk to it, energize it and ultimately how this will transform your company.  If you are responsible for a brand or a brand’s communication – this is a must read.

Your consumers are connected and they are communicating – you just have to chose whether to join in.

Read this book.  And join the conversation.

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