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


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