Tapping the groundswell with Twitter

After reading chapter 10 in the “groundswell”, I realized that Twitter is becoming the most useful tool for the communication between people from each other. There is a very important thing about it that Twitter updates are limited to 140 characters. Try to think about that, what can people say in 140 characters? I would say this is going to be really interesting and no matter what people updated will be very attractive.


Twitter is not only the most popular tool for people’s communication, it also a very important and practical tool for the companies. There are five primary objectives that twitter can serve for the companies, they are as follows:

  • Listening to twitter
  • Talking to twitter
  • Energizing with twitter
  • Supporting with twitter
  • Embracing with twitter

(Li & Bernoff, 2011, p.202-208)

First, listening to it. For twitter, listening is a essential way that people will know what they are getting into once they open up the twitter updates. Apple Inc. should spend some time on twitter and listening to it, it will help the company know better what people say about their products online. Second, talking to it. Just like many companies did before, Apple might tweet some special deals and news about their products and services. Third, energizing with it. What Apple can do about energizing with twitter is that they should listening first, try to find out that the people the company want to energize, then responding to those fans and retweeting them, it will help Apple get more attention from those fans’ own followers. Fourth, supporting with it. As we know, more and more companies are using Twitter to do the support for their own business. Same with Apple, people who are using Twitter, especially the customers of Apple, they might have a lot of questions and problems to the company. The company can give some technical supports and reply to some extent by using Twitter. Last, embracing with twitter. Embracing is the most challenging of groundswell objectives, this is so hard that communicate with people only use 140 characters at one time. For Apple, it is better to use Twitter to drive people to surveys or to engage in dialogue. As long as the companies use Twitter for their business, it will bring great wealth to these companies someday.

Hey, everyone! Check out this video below:



Li, C. & Bernoff, J.  (2011) Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing



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