Reading Notes Week 2: Understanding the Groundswell, Chapters 1-3

For my social media class at Georgia Southern University we are reading a book by Charlene Li and Josh Bernoff called Groundswell: Winning in a World Transformed by Social Technologies. This week we were required to focus on the first three chapters, which are groups in a section titled “Understanding the Groundswell.”

The three chapters included within this section are:

1. Why the groundswell-and why now?

2.Jujitsu and the technologies of the groundswell

3.The social technographics profile

In order to understand any of my reading notes further, you must first understand what a “groundswell” is. A groundswell as defined by the authors 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.

The groundswell is controlled and operated not by the owners and managers of companies, but by the average people that support these companies. They can make or break a company, share hosts of information within a matter of hours, as well as learn ways to improve their Social Web goals. This groundswell movement is ever changing, and it cannot be contained. When we visit a social media site, share anything on our blog, read the blogs or subscribe to the websites of others we are active participants of the groundswell. For that matter, anytime you hear something new in the “news” this is a clear example of groundswell.

Here’s what I learned:

  1. With a click of a mouse or a touch pad we have the power to either build up or tear down a company’s reputation, ego, or image.
  2. In business and the groundswell, it is critical to concentrate on the relationships that are being built or broken, not just the mastering of technology.
  3. The Social Web threatens institutional power because the companies that control these outlets are continually having less and less say-so because of how information is shared from person-to-person.
  4. Alpha moms can rule the world; they are mothers, comfortable with technology, interested in parenting, and have above-average incomes. These are some of the best customers and supporters because of how they adapt to media and technology.

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Filed under PRCA 3030, Reading Notes

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