What is the Groundswell?
In order to understand how to energize a brand community, you first need to understand the phenomenon known as the Groundswell.
"A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations”
-Groundswell
Essentially, the Groundswell represents how people are leveraging new technologies in order to communicate and collaborate. Rather than relying on corporate messaging, consumers are turning to blogs and reviews to make their purchase decisions.
Rather than sitting idly by as the Groundswell impacts your brand (whether you like it or not), managers can leverage the phenomenon in order to energize their communities and drive sales.
Rather than sitting idly by as the Groundswell impacts your brand (whether you like it or not), managers can leverage the phenomenon in order to energize their communities and drive sales.