Talk the Talk When You’re In the Groundswell

Commercials simply just aren’t cutting it anymore like the way they used to when it comes to marketing. Unless you are advertising during the Super Bowl, no one is interested. People have become so exhausted of having to sit through commercials that someone was actually smart enough to create a way of profiting from giving individuals the freedom of “commercial-free” services. As Charlene Li and Josh Bernoff point out in the textbook groundswell, television commercials is not a form of talking, it is shouting. This type of advertising thrives on repetition, so the more time and the more individuals a company can shout out through this stream of advertising, the better. (Li & Bernoff, 2011, p. 101) Unfortunately people no longer want to be shouted through this type of advertising. With how quickly technology continues to develop within the past 5 to 10 years social technologies have really revved up the need that consumers have for conversations instead of simply being shouted at. Consumers want the opportunity to build a relationship with the company and/or the product that they are marketing. They want to be able to see it work, hear what their peers have to say about it and they want to be able to ask questions. Allowing for this type of communication to take place has proven to be quite beneficial for many companies as Li & Bernoff have discussed. The pair introduced four techniques when it comes to talking with the groundswell which can be very rewarding:

  1. Post a viral video.
  2. Engage in the social networks and user-generated content sites.
  3. Join the blogosphere.
  4. Create a community. (Li & Bernoff, 2011, p. 103)

These four techniques have become revolutionary when it comes to marketing; however, it is important to remember that branding on social media may not be for everyone.  Of course with anything in life, just because you have heard of someone else’s success doesn’t mean it can simply be mimicked.Of course these are four techniques that Li & Bernoff have provided to help talk to the groundswell but it is important to note that these are not the only ways that communication can exist between the groundswell. The more innovative a company can be when developing ways to market themselves the better. Blendtec’s “Will It Blend” videos are a perfect example of this. From simply posting a video into the social network the company was able to create that community for a relationship between themselves and their potential customers. The key to succeeding in social networks is to help people spread your message and to measure the result. (Li & Bernoff, 2011, p. 106) I think what sticks out the most to me after reading Chapter 6: talking with the groundswell, is the importance of being original and being true to your company. Never stop looking for ways to communicate with your customers and always be willing to listen to what they have to say because it is the customers who drive the success of your company and if you can get your customers to speak well for you, you will be success in the groundswell.



Li, C., & Bernoff, J. (2011). groundswell: winning in a world transformed by social technologies. Boston: Harvard Business Review Press .