Analysis Of Charlene Li And Josh Bernoff

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Groundswell by Charlene Li and Josh Bernoff was an excellent book. While it was a little outdated, it held a wealth of information that is still pertinent to today’s social media outlets. It is well-written and gives a great insight on how social media, and the public can really drive sales or reputations of companies. I was lucky to be able to read this book this term as it helped use the idea of Groundswell in my DIGM costing class. I found many of the ideas the authors presented very useful in how my video company could drive social media and the public reviews in the right direction. I also was able to come up with a few ideas on how to drive the groundswell publicity without actually leaving it in the consumer’s hands and creating the idea of Groundswell in a very organized and managed outcome for a company. Groundswell is defined by the authors as consumers taking control of information brands and what a challenge it can be to any company. The book is paramount is helping further the understand how to take this public opinion and use it in a positive manner. In our world of digital media, this is very important to understand and use it to help our customers. This book was useful to understand that groundswell existed. Prior to this, I didn’t comprehend the impact that the consumer had on an individual business. I feel that this book will be useful in my future career in digital media. In chapter two the point is made that we should focus on relationships and not the technology. By listening to the consumer and understanding how the consumer thinks then we can effectively use groundswell to benefit our companies and those that we represent and work for. The authors use a groundswell technology test in this chapter. The st... ... middle of paper ... ... of how the world markets. I also believe that by using what the book is teaching that anyone can know what to do in a situation where a customer has taken control of the product. I feel that this book, while it does need to be updated, is paramount in teaching a very valuable tool. I will definitely use the information I have gleaned from it in all of my future endeavors. I believe that it has taught me a great deal and has enlightened me on just how important customers can be in making a product prior to releasing a product. It has also taught me that it is very important to have a plan in place and to not only be patient but also diligent in listening to what a customer wants and needs. Remember it is all about connecting and communicating with people – have empathy, be a good listener, be patient, be opportunistic, be flexible, be collaborative and to be humble.

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