Social Media Is Key To Success!

In this blog I will just be talking about how important it is to have groundswell inside your company. The previous blogs that I wrote I talked about how employees and employers should use online social media and how important it is for your company’s success. It is very important for an organization to connect with its customers and there be a flow of information from one party to another. I mentioned previously that as younger generations get older they rely more and more on technology and social media. So company’s have to take this into consideration and use it to their advantage. Social media is not only used to advertise about products but it can also be used to exchange information between employees as well as between customers and employees.

As talked about in blog #2 you can use the social technographic profile to see what age demographic you should target and devote attention too. Which age of people are more creators, conversationalist, critics, collectors, joiners, and spectators. The Creators and critics are the people that will have the most amount of influence on your company. In my last blog we talked about how word of mouth marketing is the biggest influence on people in todays generation. I definitely agree with that, before I go to a restaurant or buy I product I will go to a search engine to see what people have said about it. I will research the restaurant and product on a couple different sites before I actually decide to take the action of going to the restaurant or buying the product. It is said that one negative comment is worth about 10 positive comments. So you want to make sure people are saying good things about your organization. Make the customers happy! At the end of the day they are the ones that are going to either drive your business up or down.

The most important points are listening to your customers, talking to your customers, energizing your employees and customers, supporting the people that work for you as well as the needs of your customers, and embracing what groundswell can do for you. (Li & Bernoff, 2011)

Please watch the following video I linked below, it basically summarizes how important social media has gotten and why every organization should be actively using it:

Why social Media – The importance of social media in daily business activities and marketing

Why social Media – The importance of social media in daily business activities and marketing. (2013, January 7). Retrieved from

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press, 2011.


Word Of Mouth Marketing and Enthusiastic Customers

When it comes to marketing there are many different techniques that are used. But one of the most efficient ways of marketing is word of mouth marketing. This is when one person uses the product or service and recommends it to other users. Personally speaking, I listen more to what my friends and family say over what advertisements such as commercials and flyers say. Even when I am looking for a restaurant to go to I will read the reviews before I go, and personally 1 bad comment makes up with 10 good comments. So if I were to see many different, about 10, bad comments I would most likely not go to the restaurant. (Li & Bernoff, 2011)

Word of mouth marketing is effective and efficient because of 3 different reasons, which are:

It’s believable: People are sharing real life experiences with others and recommending products to others because they genuinely like or dislike the product. Peoples opinions are more reliable than different media sources

It’s self-reinforcing: Just as I stated earlier with the restaurant example, if you hear the same thing from many different people you will believe what they have to say.

It’s self-spreading: If there are many different people that have used a product they will spend the word to others. For example I have used the example of Dre Beats in my earlier posts. I was looking for headphones to buy and I talked about purchasing headphones to many of my friends and the ones that did have Dre Beats recommended I buy those. So i went ahead and made the purchase and I was very satisfied so next time someone speaks to me about headphone I will for sure recommend Dre Beats to them. As you can see that the word of mouth technique of marketing spreads very easily without much effort involved.

As mentioned above word of mouth marketing is the most efficient and effective method as well as the most honest. Many companies are trying to find a way to take advantage of this marketing technique to generate sales and profiles. The most important thing is to “energizing enthusiasts” (Li & Bernoff, 2011, pg. 134). This means to contact customers that are loyal to your brand. Take advantage of these customers and “make it easy for them to spread the word about your product” (pg. 134). There are 3 different ways you can connect with these enthusiastic customers that love your brand. Those 3 ways are:

Tap into customers’ enthusiasm with ratings and review: A company and organization should keep tabs of reviews and ratings that customers post on their social media sites. This way the customers that are complaining and having issues with products you can contact those individuals and fix their problems. Once the customer realizes that they are important to your company they will be very pleased and recommend products to others.(Li & Bernoff, 2011)

Create a community to energize your customers: Creating an online community is a way of getting your customers more engaged in conversations as well as more engaged in the company itself. On this online community these brand enthusiasts can talk to other customers about the product and service and recommend it to them. Going back to my Dre Beats example if their is a customer online looking to buy headphones the loyal brand customers can leave comments and tell them their real like experiences with the headphones persuading the new customers to buy the product. As mentioned before comments are a significant influence.(Li & Bernoff, 2011)

Participate in and energize online communities of your brand: The customers should not be the only participants in the online community. You have to remember, as as organization, you need to participate as well. The most important thing is making your customers feel that are important to you. You can contact some of your most enthusiastic customers and show that you appreciate them. A way that you can show them that you appreciate them is with promotional deals. Going back to the headphones you may not be able to give them free headphones but you can give them a certain percentage off their next purchase. This will get these customers talking very positively about your brand, generating great word of mouth marketing.(Li & Bernoff, 2011)

Companies need to make sure they show their customers they care, this can result in long term benefits for the company.


Ingersoll, S. (n.d.). Word-of-mouth Marketing. Retrieved from

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social
technologies. Harvard Business Press, 2011.

It’s All About Twitter!

I am sure we can all agree that social media is continuing to rapidly grow. Every one is using social media for many different reasons weather it is to interact with your friends and family, a place to communicate your opinion to the world, or to even market certain products and services. It seems that in today’s society is it almost essential for a company to have different social media accounts to communicate with their consumers and advertise their products. This is a great way to reach a large audience and also a much cheaper way to advertise.

One social media website has continued to rapidly grow with over 230 million users. Twitter is a great way to listen to peoples opinions, if you really like what they have to say you can “retweet” what that user has said and share it with all your followers, creating a chain. You are able to follow anyone that you wish to without having to have the other person accept your request, unless their profile is private. The Hashtages (#) is a easy way to search up discussions that are taking place on twitter, and an easy way for you to get engaged.

Twitter is almost an essential site for companies to have. It is very easy to sign up on twitter, and its also FREE!! This is a great way to communicate with your customers and also see what your customers are saying about you.

  • Lock up your handle: You have to make sure that you monitor your tweets. There have been situations where other users have hacked into twitter accounts and made tweets and started fictitious rumours. So you have to make sure that you use the “verify your account” setting that twitter provides.(Li & Bernoff, 2011)
  • Listen first: Most likely people will already be talking about you company on twitter before you are on twitter. Users love to share their opinions and thought on twitter. So make sure you pay attention to what consumers are saying about you.(Li & Bernoff, 2011)
  • Follow others: Your twitter account should not consist of just users that are following you. You have to make sure you follow people. If you follow a user that is a “fan” it could mean so much to them and show them that your company does pay attention to users and their opinions.(Li & Bernoff, 2011)
  • Be ready to support people: Nothing is ever perfect and you can never please everyone. There will be people that get angry with you and go on a rant about it company on twitter. But you have to be sure to support those users and try and make things up to them. This can turn a frown upside down!(Li & Bernoff, 2011)
  • Be ready for a crisis: If your company goes though a crisis that upsets users you should be ready for users on twitter to be upset and say harsh things about you. So you should be prepared for this attack from the people and know how to react to it and make them more happy than angry.(Li & Bernoff, 2011)
  • Respond, retweet, and link: No one likes to be ignored. So if someone does tweet you, you should make sure you reply to them. It does upset people if they try to reach out to you and you just ignore them. This will make users feel like they do not matter and your customers are not important to you.(Li & Bernoff, 2011)
  • Staff it: Every company is busy with staff members having many different responsibilities. So if you do not have someone available to monitor your twitter account, make sure to ire someone even on a part time basis. They will reply to people that have reached out to them as well as give your followers updates.(Li & Bernoff, 2011)
  • Check with legal and regulatory staff: As mentioned earlier when something goes on the internet it is there forever even if you delete it. People can screenshot things and send them to others. So before you put up tweets make sure they are accurate with true information and there is nothing that is against the law being posted. You have to be very important with this especially if you have many different people following you and monitoring your account.(Li & Bernoff, 2011)

I hope that has helped some people get an idea of what twitter can do and the possibilities it creates.

Ethical and Effective  way to use Twitter in your Business

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social
technologies. Harvard Business Press, 2011.
Efforz. (2014, August 10). Ethical and Effective way to use Twitter in your Business. Retrieved from

Online Communities

Many companies and even the companies I have mentioned in my previous blogs try to get consumers engaged in communication activities. Forums are one way to get consumers to be engaged. Forums can be used in 3 ways One way to support the consumers that are engaging, second is to listen to what the people are saying about the company and even the products, last but not least is to make sure you talk back to the consumers who are engaged. This can make the costumers feel special and important to the company.

Starting an online community gets consumers interacting with one another. There are some websites made for dog lovers that lets these people communicate with each other they can talk about the same interests and love they share. It also Allows companies to see what the consumers are saying about there products and what they need.

If there is a organization that want to go ahead and create a online community there are a couple things that Groundswell suggests you keep in mind, which are:

1. Start small, but plan for a larger presence. As i mentioned before in regards to making a change in a company you should not dive into it head first. You should take smaller steps and see how the change is adapting and then take more and more steps. This way if the online community is working well for you customer base you can plan for other long term goals.(Li & Bernoff, 2011)

2. Reach out to your most active customers. Customers are going to be the leaders of this online community. The online community os basically made for customers to engage. A organization should go to their other social media webpages and tell customers that are engaged in this sites that they are opening up a online community so they can be active in that as well.(Li & Bernoff, 2011)

3. Plan to drive traffic to your community. When you create the online community no one will know about it. So as mentioned in step 2 you should let people know via other sites that are opening a online community. This way you can drive traffic to the online community and have consumers be engaged. (Li & Bernoff, 2011)

4. Build in a reputation system. Reputation for a company starts with the respect that people have for that certain company. If people respect your company they will have nice things to say which will build up a great reputation. This generates a great word of mouth which in turn will generate more profits and traffic to your company. That way on the online community people will have nothing but good things to say. Consumers rely on other peoples opinions before purchasing a product(Li & Bernoff, 2011)

5. Let your customers lead you. As mentioned in my last blog about the Dre Beats, the consumers are using the product all the time so they are the people that notice what needs to improved or changed in the product. If you listen to what the customers say and take there suggestions you may start to have more people wanting to buy your product. This can include the way a product looks, features to add, or even the quality.(Li & Bernoff, 2011)

Conversations matter!!

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press, 2011.

GRAPHEFFECT ONLINE COMMUNITY POLICY. (2012, January 27). Retrieved from

Different Ways To Talk On Groundswell

There are many different ways that companies can talk and get engaged on groundswell. There are 4 effective and efficient methods which are:

The first method is post a viral video, If you were to post a video on youtube you can reach a greater audience is a quick amount of time. Also more information can be communicated rather than a ad in a magazine.(Li & Bernoff, 2011)

The second method is engage in social networks and user-generated content sites. Almost everyone in today’s society has a Facebook, does not matter what their age is. So starting on these social media sites will engage many different users of all ages.(Li & Bernoff, 2011)

The third method is join a blogosphere.  The consumers are not the only people that should be writing blogs about the brand, product or service. The employees should also get engaged and start blogs about the products and even reply to existing blogs written by consumers. (Li & Bernoff, 2011)

The forth method is create a community, Starting a community is very effective way to get consumer and employees involved. When I am personally buying a product I will ask the opinions of my friends and family, this is how i make my decision. SO starting a community can help other consumers make decisions. (Li & Bernoff, 2011)

I am sure that we can all agree that in today’s society blogging is one of the most effective ways to reach a large audience and also a way to influence your consumers.

Start by listening. Before starting a blog you should listen to what people are saying in your industry ans also what they are saying about you. (Li & Bernoff, 2011)

Determine a goal for the blog. There is always a goal that a company is trying to reach when they decide to do something. So if a company decided to make a blog they should ask themselves, what do they wish to accomplish by this blog?(Li & Bernoff, 2011)

Estimate the ROI. You have to estimate the return that you will be getting from putting all this time and effort into a blog.(Li & Bernoff, 2011)

Develop a plan. There are many different blogs that you can invest in. Weather it is one for just employees or for both employees and consumers. Also what you would like to talk about on your blogs. (Li & Bernoff, 2011)

Rehearse. I am sure we can all agree that once something is posted on the internet it is there forever even if you delete it. So you should plan the blog posts before hand.

Develop a editorial process. I know companies are very busy trying to get everything else done but they should hire one person that will edit the blog posts to make sure they are in best shape to be posted.(Li & Bernoff, 2011)

Design the blog and its connection to your site. You will have to determine if you want your blog to be posted on your home site. This way anyone visiting your website is able to view and access the blog. You will have to determine how you want to link the blog to your site.(Li & Bernoff, 2011)

Develop a marketing plan so people can find the blog. You want people to be engaged in your blog so marketing to the public that your blog is going up soon in a great idea. You can do this on other social media web pages like facebook(Li & Bernoff, 2011)

Remembering bogging is more than writing. Starting up a blog is a lot of work. It is just not about posting the blog and leaving it there till the next week where you have to post another blog. You have to monitor what people are saying and be engaged and remember to reply to them.(Li & Bernoff, 2011)

Be honest. Honesty is key! if there is something that has gone wrong in the company share it with the public. This will result in better effects that the public finding out through a third party and it becomes a bigger fuse.(Li & Bernoff, 2011)

Robinson, H. (2012, October 2). Why B2B Can’t Ignore Blogging. Retrieved from

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press, 2011.

Social Strategy

When an organization or company is going through a change and transforming their business there are a couple things that they should keep in mind. 

The first thing is Start Small. When making a change you do not want to dive in head first into the change. You want to take small steps into this process. Take one step and see the progress and reactions and then move onto the second step(Li & Bernoff, 2011)

The second thing is Educate Your Executives. The people that are working for you should have all the skills and education that is required for them to succeed. Executives can look at the social technographic profile, which I talked about in my previous blogs. The company can start a blog. As i previously talked about Dre beats they can start up blogs and get consumers engaged (Li & Bernoff, 2011)

The third step is Get The Right People To Run Your Strategy. This is where you need to hire people that are passionate about what they do rather than lazy workers. You want to hire someone that has a personality that fits the company. This is key. Most companies will resort to hiring someone for an important job that has been there for a long time. An “experienced” employee. But sometimes the newer younger, more energized employees can be a better pick.(Li & Bernoff, 2011)

The forth step is Get Your Agency And Technology Partners In Sync. If the company has people working for them that are not engaged in the social networking, you should take the time to educate and engage them. This may take some time and effort but at the end it will really help the company.(Li & Bernoff, 2011)

The fifth step is Plan For The Next Step And For The Long Term. Even though most companies think about what will make them the most profit right now, they should make sure to consider things that will make them money and profits and loyal customers in the long run.(Li & Bernoff, 2011)


I think all of theses steps are vert crucial in order to change how an organization works with its customers. These steps are a social strategy for the company. 

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press, 2011.

Creating your Social Strategy. (n.d.).

Listening Is Key

According to my previous post it shows the Social Technographics Profile for the users of Dre Beats headphones. As we can see for consumers that are aged 18 to 24 the number of creators and critics is quite about the average. For users that are 25 – 34 the creators are just under 30% which still means that brand monitoring can be effective and with the critics above 30% it comes to show again that it is very important to have brand monitoring for the Dre Beats. This will help you get a great idea of what the consumers of the headphones really like and what they feel the company needs to improve on.

Listening is one of the most essential skills in a business. Weather that is listening to the needs and wants of the consumer or people that work for the company. There are many different reasons why the company should listen I will state 6 of those reasons below:

Finding out what the brand stands for. For example the car Dodge Viper, their brand is about having a sports car that is very fast and the physical attributes are very appealing to the possible consumers. So Dre Beats needs to know what they are appealing to the customer, weather is the sleek appearance of the headphone as well as the great sound resolution.(Li & Bernoff, 2011)

Understanding how buzz is shifted. When you listen you get an idea of what is going on and if you keep listening you get more information from consumers and how they feel about he product. This will also help owners and employees working at Dre Beats find the problems that people are having and address those problems which shows great customers service.(Li & Bernoff, 2011)

Save research money; increase research responsiveness. DreBeats is a very popular company that should put some of the money it gets towards listening and researching what consumers think about the product. The problems that they fins with the product they can improve.(Li & Bernoff, 2011)

Find the sources of influence in your market. This way Dre Beats can can see what type of consumers are engaging in their social media web pages. If Dre Beats replies to these consumers or gives promotional deals it will have a influence in the market.(Li & Bernoff, 2011)

Manage PR crisis. If there are consumers that are bashing the brand about a problem that is happening employees should get on that problem right away and solve it. This way the problem does not get out of hand and reach more consumers making the beats look bad.  (Li & Bernoff, 2011)

Generate new product and marketing ideas. Listening to consumers and their needs and wants is a great way for Dre Beats to improve their brand and product. Consumers are the people using the product regularly and are the ones that will find a problem with it the fastest.(Li & Bernoff, 2011) 

Amand, W. (n.d.). Retrieved from

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press, 2011.

The Social Technographics Profile

In today’s society we all know there are many different users of Social Media. So why do people participate in groundswell? There are many different reasons why I will explain some of the main reasons. One of the reasons is keeping up with friendships; social media websites like Facebook help people feel connected all around the world. By posting pictures and statuses as well as direct messaging it helps you keep in touch with people, even if they are on the other side of the world like India. Another reason is making new friends, an example is in my social media class our teacher helped and told us to set up a LinkedIn account. This social media site is a great way to meet new people and also meeting people that will help you with your career and future plans. Also in today’s society, the biggest thing is online dating. There are many people that are meeting online and going on dates trying to build a future on these sites. Such as social media apps like Tinder, it helps you meet people that live in the same area as you and have the same interests as you. All the people on Tinder are looking for the same thing so it doesn’t make things awkward or weird. A third reason to join is from the social pressure from existing friends. Since almost everyone is on social media, people want their friends to be on these social medial websites so they can share their pictures with them. Even if you are not the type to be a joiner the people around you may be, that may include your best friend, brother or mother. So hearing them talk about it may want you to join, or the pressure from them telling you to join will make you involved.(Li & Bernoff, 2011)

The Social Technographic Profile includes different groups, which are Creators, Conversationalists, Critics, Collectors, Joiners, Spectators and Inactives. So if I were to choose the target market for the Dre Beat headphones it would be males and females from the age of 17 to 35. For each of the groups in The Social Technographic profile the users will be interacting in different ways. Looking at the graphs I have uploaded I will be describing each group in more detail.(Li & Bernoff, 2011)

Creators would be individuals that are publish a blog or article at least once a month talking about the Dre Beats. Since this product is always being changed and coming out with new ones. They would also post videos on sites such as YouTube talking and showing the Dre Beats.(Li & Bernoff, 2011)

Conversationalists would people that participate frequently on the social media sites by posting statuses or tweeting on Facebook and Twitter. They may update these status and talk about the DreBeats weekly.(Li & Bernoff, 2011)

Critics are the types of individuals that reply back to people’s blogs, status posts. So for example if someone posted a blog about the Dre Beats the Critics would comment on the blog with their personal opinion or personal experience with the product. Replying is much easier than creating a blog and status.(Li & Bernoff, 2011)

Collectors would be individuals that collect data about the headphones. They would collect data and statistics about these headphones(Li & Bernoff, 2011)

Joiners are people that join these social media sites but do not participate all the time on the sites, But rather join these sites to be a part of the “hype”.(Li & Bernoff, 2011)

Spectators are the highest percentage of people. These individuals read and look at the information on sites. This can include blogs, online videos, forums, reviews etc. I would classify myself as someone that is more of a spectator. When I was purchasing my headphones I would go and read all the different blogs, videos and reviews about the headphones. If I was ever unsure of something I would not ask I would just try and find my answer else where. So this class has definitely gotten me more involved in being more of a creator than spectator.(Li & Bernoff, 2011)

The last group is Inactives. This is the lowest percentage of people on the social technographic profile; they are people that do not participate with social technologies. This number is slowly decreasing with the years.(Li & Bernoff, 2011)

What’s The Social Technographics Profile Of Your Customers? (2009) .Retrieved from

Screen Shot 2014-10-07 at 5.01.02 PMScreen Shot 2014-10-07 at 5.15.07 PM

Li, Charlene, and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press, 2011.

Target Audience is key for Social Media

It is very true that there are hundreds of social media websites and when you are running a business and trying to reach a core audience picking the right social media websites is key. They key on marketing is to find who your target audience is. When you are branding a product there is usually a specific audience you are trying to get the attention of. If we look at all the different types of social media, there is Facebook, Snapchat, Instagram, and Twitter. All of these sites have different audiences; Facebook has a wide variety of people ranging from all different ages, where Instagram has a younger audience. My parents are on Facebook but I know they will not be on Instagram ever. So if you are a marketer and you are trying to reach a younger audience you would go on Instagram. But if you wanted to reach a more older and wide range of people you could market on Facebook.

As a child growing up in the 90’s I had never though that technology would have advanced to the point it has today. All these social media sites are a shock to me and I am not even too sure what my parents think about all the technological advancements in regards to social media and communicating. In the past I did not think that there would be all these different social media sites and nor did I think there would be so many social media users. In today’s society everyone has at least one or two social media sites, and all of them have different types of users. I cannot believe the amount of opportunities and all the different techniques marketers can use today then that would have in the past. Social media has become a very large marketing technique, and using specific sites with the right target market is a very important factor. You would not market products and services for individuals who are 40 and over on Instagram or Snapchat because more of that target market is on Facebook. So branding and marketing on Facebook would be the correct decision as a company.

In the future if I wanted to meet someone or brand for a company with a specific target market I would look up which social media would be the best for me. If I were looking at branding or meeting an audience that is older I would rely on Facebook. But if I were looking for an audience that is younger and more active in the social media world I would rely on Instagram and Snapchat. With newer social media sites that are coming up they will always have a younger audience base than the older ones because the younger generation is more technologically advanced than the older generation, it is harder for them to learn new things.

Vasquez. A (2013). Which social media platform do brands prefer to advertise on?

Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Harvard Business Press.