Day 13 - Power to the people!

We're skipping TV ads with our DVRs. We're talking about companies, people - you name it - on Twitter. We're connecting and reconnecting with friends on Facebook, posting global photo albums on Flickr, shopping online for everything with the help of Google searches. Yes, the groundswell is indeed upon us. We live in a world powered and empowered by technological innovation, much of which is driven by social media (like this blog, for instance). In the book, Groundswell: Winning in a world transformed by social technologies, the authors describe the groundswell phenomenon as "a social trend in which people use technologies to get things they need from each other instead of from companies." *

If you own or work for a company, this is a problem - and an opportunity. The groundswell is no fad, fluke or temporary blip on the screen. It's very, very real. Back in the day, we spoke of successful politicians who had garnered a "groundswell" of support. This meant simply that his/her campaign had been taken on by the public. Anytime people rise up and come together, they become unstoppable. There is strength in numbers.

Since the dawn of man, we human beings have exhibited our driving need to "connect." Well, the internet and new media - social media - have given us an overwhelming number of technologies for doing so. The people have indeed become empowered. If we don't like a company's policies, its management, or even an ad campaign, we just start ranting, rating, reviewing and blogging about it online, then break out the viral email campaign. Pretty soon, chaos ensues, for the company.

I'm only halfway through the book, but consider it recommended reading. Any successful businessperson not aware of or part of this groundswell by now is way behind.

Have a great weekend everyone!

Elizabeth

* Bernoff, Josh and Li, Charlene, 2008, "Groundswell: Winning in a world transformed by social technologies," Harvard Business Press, ISBN #: 13:978-1-4221-2500-7.