Chapters 7 and 8 in Groundswell had to do with engaging your customers with each other, and your business. “Engaging the groundswell is a powerful way to boost your business.” Engaging customers is letting them influence each other by word of mouth. This is important because it’s “the most honest form of marketing, that builds upon people’s natural desire to share experiences.” You’re basically creating a community to energize customers within your social media.
Josh Bernoff explains starting a community requires a lot of work, because an energized community expects responses. It is important to be interacting with the community you developed in order to keep it energized. When people follow a company’s social media outlet, they are looking for some inside information they would not have known had they not been following the company online.
Chapter 8 also explains how the groundswell is a support system. Whether it’s people commenting on each other’s social media pages, or starting a Wiki page, they are communicating with one another in a special way. Bernoff explains, support makes people comfortable and people need to feel comfortable to spend money on your product.
Bernoff stresses how important it is to dedicate time to your company’s forum, “company participation is crucial in the beginning.” Let customers support each other! Groundswell explains, by owning or participating in a community you are getting a front row seat, because you are collaborating with customers to create better products!
Photo from Unbound Technologies
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