Reading refelction

The first part of the book is to help readers understand groundswell. In the Chapter3, author introduced a new way to look at participation in the groundswell which is called “Technographics profile ”. It is a very useful tool for surveying consumers that is similar to demographics and analyzing their technology behaviors. We can use new way to understand how social media technologies are being adopted by people and build appropriate social strategies to people. Because people are different and they won’t respond in the same way, we can use technographic profile to identify how groundswell is different for groups of people.

 For example, a sample profile for Forrester's Social Technographics data classifies consumers into seven overlapping levels of social technology participation. The too allows you to see a profile based on age and gender for U.S. adults. Forrester offers details profiles based on demographic and buying habits for other market segments. Forrester has done profiles for over a hundred clients, including Walmart shoppers, non-profit donors, doctors, etc.

With the data provided, company can identify their customer basing as part of the research and planning phase of social media campaign. It can also enable to segment their intended audience along social media engagement.

At the second part of groundswell, author shows a clear framework for groundswell thinking, telling people use appropriate strategies for groundswell.In the chapter4, author points out a problem that so many clients are going about their strategy backward. They start by thinking technologies. But Technologies is shifting so quickly-chasing it is like trying to jump on a speeding merry-go-round. That’s absolutely a truth. The changes under way now are changing us more profoundly than they may have before. The digital world is having a deep impact on emerging consumers. Clients have to adapt to changes at work with technologies, their customers’ behaviors and habits. The significance is all in the timing, knowing when you will need to change, preparing early but not switching too soon so you lose your existing customers.

     As the last title of chapter4 said that there is no going back. There is no right way to engage with the groundswell. Each company has to adopt different tactics that are right for their customers and its ways of doing business and adapt as the technologies change. Each company has their own objectives and goals. Coping others doesn’t work because your goals are not the same as others. POST method is very essential for company to pursue in the groundswell. Learn to what your customers ready for and what they are ready going. Clarify your company goals and objectives. Use clear strategies for your customers to engage them. Pick appropriate technologies to accomplish your goals. POST is the foundation of groundswell thinking.