Groundswell thinking can not only can be use in marketing strategies, but internally within the company as well. Just like the book “Groundswell” said, the power and the speed of the groundswell within companies let employees and the company find what they want from each other. (p.219) Internal groundswell in the company contains several benefits. It provides a good opportunity for employees to be connected to leadership. (p.221) Take Avenue A/Razorfish for example, employees can post their thoughts and ideas about their work on a wiki. It is the a perfect platform to exchange opinions without limitations. This new technology has helps this company to communicate internally. Moreover, it cuts the time spend looking for opinions from hours to minutes. (p.221) It creates a collaboration tool and a communication channel. It means social networks can help spark the communication between the company and employees.
However, the company has to think about relationships, not the technologies as groundswell thinking. It still has to focus on people- their employees. The internal groundswell is all about creating new ways for people to communicate. If the company promotes a listening culture from top to down, it eases and encourages participation, and empowers the rebels in the organization to challenge idea. It will definitely work. If the company has a listening culture, their employees can express their thought and new ideas on their internal site. Their employees can stay up to date on a project, to share competitive market intelligence, and to collect and vote on promising ideas. (p.229) It can increase the willing of employees to participate the discussions.
The discussion above shows how social networks change people’s lives and also changes the company at the same time. Groundswell technologies are easy to use and easily to connect people whenever and wherever they want. (p.234) People in present world can access groundswell very easily, not just on computers, but on mobile devices. If people want to pay to see a movie, before going they will search the comments on the Internet rather than just but the tickets. They trust the opinions, rating, and reviews much more than the advertisements. The company can also see the comments on the forums. Their customers post their thoughts about the products and services. The company can know what have done right or wrong. Then, they can adjust the directions to fulfill their customers. Moreover, people and companies can communicate with each other through social media. People can express their voices honestly and companies can understand what they want directly. It could be a win-win situation for both sides.
You have a great point, the groundswell is no longer confined to the computer but has expanded itself to mobile devices as well. With this in mind, companies need to be aware since people can comment about them from anywhere at anytime!
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