Helping the groundswell support itself

After reading chapter 8 from the “groundswell”, we might have a better understanding that the groundswell support is way better than the traditional support ways. According to those numbers that mentioned from the groundswell, the companies need to spent a lot on the support for their products or services. Once the companies get touch in with the groundswell support and do it well after they completely mastered how to use it, it will bring  a lot of benefits to the companies, not only reduce the cost of a company and it also makes the companies more efficient.


After reading the materials from the groundswell, we can easily find out that if the companies are getting start with the groundswell support, it is very important and necessary to build a good community for support itself. However, how do we build a good community for support? The groundswell did really detail some of the suggestions to the companies for building their community for support. They are as follows:

  • Start small, but plan for a large presence.
  • Reach our to your most active customers.
  • Plan to drive traffic to your community.
  • Build in a reputation system.
  • Let your customers lead you.

(Li & Bernoff, 2011, p.174-176)

For those high-tech companies like Apple, it is very important that they better get start their product lines small, they need to be focused on a few things instead of too much product lines and try to avoid too complex. The customers for Apple, they better know how does the  community work, so the company needs to find out those people who are Apple’s most active customers. Once the company open up a online support community like Facebook, Twitter or Myspace, they have to make links on their official website to the community’s web address, if do so, it will bring to the company’s support community a lot of traffic and attention. About build in a reputation system, it is truly important that if the company does build a good reputation system that allowed customers to participate and behave in a right place, this will give the company like Apple more credible advice. As we know that Apple has been trying to develop personality and convenient products all the time, the opinions from those customers are quite useful that Apple can develop better products and provide better services.



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




Talking with the groundswell

After reading the chapter 6 from “Groundswell” – talking with the groundswell, it is very clear to clarify that the talking with the groundswell is much different from marketing. As we know about marketing, there are two major methods that the marketing department would use, they are advertising and public relations. Almost all companies have invested a lot of time on marketing, they have already said a lot to the consumer groups. But once the companies have found that how talking with the groundswell and how they will effect their marketing, you will know this can be better communicate with customers and improve the company’s marketing system.

If the companies do conversations with customers, like opened up a social network account ( Facebook, Blog,etc.). It will helps the companies better understand what the customers want from the online comments and get other people’s attention who read those comments. There are many ways to talk with the groundswell, overall, they can be simply divided into four ways, they are as follows:

  • Post a viral video
  • Engage in social networks and user-generated content sites.
  • Join the blogosphere.
  • Create a community.

(Li & Bernoff, 2011, p.103)

First, post a video online, Apple did produce many products, it is better to put some videos online like YouTube, and let people make comments about their products and share them. Second, engage in social networks and sites, Apple may create  a social networking site like MySpace to have conversations with customers. Third, join the blogosphere, pick a strong sense of responsibility person to write blogs. For Apple, the company must choose a person who knows the products very well and in a leadership position, use these blogs to listen and respond to customers. Fourth, create a community, it is a very powerful way that Apple wants to get in with their customers and give them more accurate and more comprehensive information about their products.



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