Groundswell
Definition: A social trend in which people use technology to get the information they need from each other instead of relying on a traditional source
As long as your consumer is online, they are sharing about their interactions with your business!
A term coined by authors Charlene Li and Josh Bernoff, Groundswell uses social media and online interactions as a way to share information and review businesses. Long gone are the days where people only window shop or drop in to a business to see what they have to offer; instead they are heading online to hear reviews and feedback from their friends and people just like them.
Groundswells are prominent across all industries, wherever there is a need for information. Digg.com, for example, is a social news site where users can link to stories and the Digg community has the power to vote stories up in rank to what they deem is the most relevant, important, and entertaining, ensuring that the voted up stories are noticed by the community.
Yelp.com and Angieslist.com are also sites that rely heavily on the input of their users. Being able to rate restaurants and other local businesses (such as plumbing services, clothing stores, etc.), is a key way these sites operate. Because of their strong following, these reviews weigh heavily on the success and reputation of businesses that are featured on the site. People want the best, highest quality service and these sites satisfy the public’s need for insight before they bother getting their wallets out.
When people take enough care to share with others, the community learns a great deal about businesses and they are keen to share their experience and insight also!
