I realize that Social Media needs as much of an introduction as Michael Jordan at an NBA Playoff Game so I'll spair you the Social Media 101 spiel. Instead of writing a review on the entire book I'm going to post short blog segments on important media trends discussed in this book. My hopes are that it'll be easier to follow for you the reader, plus I encourage you to begin conversations and social dialogue with your opinions. If you haven't read this book before, I highly recommend it. Click here to buy it.
To start, I like the author's definition of what exactly a 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. They then go on to discuss how emerging technologies all us the consumers to shop for products, read reviews and research in ways that we never could. From buying a coffee table on Craigslist to a vintage Rock t-shirt on eBay, we no longer are held to purchasing from major vendors.
This element of the groundswell alone will single-handedly change the way business is done forever.
Businesses are learning for new ways to promote their products, services, and ideologies. If anything it's definitely turned the marketing departments of companies into a frenzy to learn the new tools of the web. It's all about empowerment and giving your consumers, readers, and members the ability to drive the discussion.
The posts following this will have benefits of social media utilization from a brand prospective and a consumer prospective.
Benefit # 1 - Customer Service 2.0 (from a consumer's prospective)
One of the most beneficial side effects of social media utilization is that it's allowed everyone to have a voice. You yourself can write a blog about anything or anybody. Tell me, what do you do when a product or service you used to use failed? Well, if you're old fashioned you would wait until business hours and call a 1-800 line in hopes that you would connect with someone who understood your issue and was able to fix it.
Social Media has changed that and the best advice I can give anyone is GTS. That of course stands for Google That Stuff. Anytime you have an issue from this point on, I would suggest Google as your best customer service portal. Just the other day, I was having an issue with an old iPod Shuffle that I own. It was no longer recognized when I plug it into my computer so I was forced to go on my afternoon run in complete silence. Before calling Apple or going into an Apple store, I used Google to determine what my issue was. Instantly I was awarded a list of review sites, troubleshooting guides, and blogs from similar people experiencing the exact issues that I was. Within several minutes I had my iPod shuffling working again.
My advice to you is use the Groundswell for all of your customer service needs. Especially now since many companies have social media sites such as Twitter and Facebook so you can probably receive an answer faster than before. Get in the habit of utilizing the internet to troubleshoot any issue that you're having with a product or service...chances are someone else in the web-o-sphere has experienced the same issue and has an answer.
What a coincidence I JUST bought this book a week ago! I haven't had a chance to read it but look forward to it especially after your insight. Thanks for sharing!
Posted by: Melodie Tao | 11/08/2009 at 02:29 PM
I was researching groundswell and found your page. Thanks for summing up the useless need for Social Media 101 Kevin. Perfect intro! I think I might quote you. (IMHO, adding a sarcastic footnote of who Michael Jordan is would be hilarious!)
Posted by: tonio | 02/21/2010 at 09:40 AM