After reading the chapter 4 from “Groundswell”, there is four-step planning process called POST method which is people, objectives, strategy and technology. There is no doubt that these four steps planning process are really useful to us to build our groundswell strategy. The example cases that mentioned in this chapter clearly showed us there are many companies lack of knowledge of the social networking space and how to use them to profit for the companies. As a matter of fact, this problem is very common and there is a name for it – “groundswell approach-avoidance syndrome” (Li & Bernoff, 2011, p.66). To better know the majority of our customers and to build a better relationship with our customers, we should according to the POST steps.
After through the future understanding of the POST method, we can be sure that the POST method is great for the interests of Apple Inc. POST is the foundation of the groundswell thinking, the first step is called people, the Social Technographics Profile can really help us more accurate determination of the customers. According to the results from “Forrester”, we can easily find out the most consumers for Apple are the joiners and the spectators (Forrester). For these two groups of people, they usually use the social networking site like Facebook, Twitter, Blog and so on. The second step is called objectives, we have to clarify our goals first. There are five objectives that companies may pursue in the groundswell, they are listening, talking, energizing, supporting and embracing. In my opinion, we should touch with the target are listening, talking and embracing. For Apple, the company has to listen to the customers and better understand their customers; the company has to use a different way to talk to their customers, not only is to use “outbound communications” to their customers, such as search ads and emails (Li & Bernoff, 2011, p.69); the company has to help the customers work with each other and get a chance to have good ideals to improve the products and services because of Apple is a high-tech industry companies. Third, the strategy, the company has to figure out that how do they want to change the relationship with their customers, think about the consequences of their strategy, the most important thing is pick a right person that full of enthusiasm and responsible to run this strategy. The last step is called technology, the companies has to select appropriate technologies to combine, especially for the high-tech companies like Apple. According to the results from “Forrester”, for Apple, the company can build all kinds of network platform, such as Facebook, Twitter, Blog, YouTube and so on. Thus, companies can better communicate with customers and will get more benefit from it.
Although this is so hard to do well on those steps, and after these steps can also cause many mistakes and failures, but once we are in more accurate better understand them and use them, this will bring more benefits to the company and lead the company to the next level.
Li, C. & Bernoff, J. (2011) Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing