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Back in the 1990s, all the digital cognoscenti ran around warning everyone that the Internet Was Going To Change Everything. Sure, sure, everyone replied, stop the hype, yada yada, we’ll build a stinkin’ web page already.
Okay, so now it’s almost 2010 and you’ve got millions of bloggers blogging, and social networkers networking, and twitters tweeting, and guess what? We don’t necessarily need to get our information from the companies, right? If I can do my preliminary research on a social bookmarking site, rely on my network to filter suggestions on Kaboodle, then use a nice little search engine to further explore any niche in the long tail…why is it that I need marketing and sales to butt in?
Good question.
The explosion of blogs, wikis, podcasts, online videos, social networking sites and Internet chat rooms that has upended the traditional relationship between companies and their customers is the subject of a new book by two top analysts from Forrester Research.
In “Groundswell - Winning in a World Transformed by Social Technologies,” published this past spring by Harvard Business School Press, Josh Bernoff and Charlene Li lay out the threats and opportunities posed by this unmediated, 24/7, often anonymous cacophony.
Bernoff and Li define this groundswell as a grass-roots movement of people deploying online tools to connect and trade information, tips and rumors about products and support.
“The groundswell,” they write, “is a social trend in which people use technologies to get the things they need from each other instead of from companies. If you’re in a company, this is a challenge.” But, of course, there is no turning the clock back. The trend can not be ignored by executives responsible for their brands.
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