Helping the Groundswell Support Itself


Source: Communities (n.d). [IMAGE]. Retrieved from

This week I read Chapter 8 in Groundswell. This chapter is about creating/joining support communities (such as social media platforms, blogs, forums, and wikis) to facilitate and improve customer interaction. The importance of the picture above is that it shows a community is made up of many members all voicing their ideas and opinions. Some suggestions to building a strong support community in Groundswell include:

  • Start small, but plan for a larger presence. Begin your support community by implementing an idea focused around a small aspect of your company. “If you have multiple product lines, you may want to start building around only one of them. Then learn what works for your type of customers before expanding your presence to support other product lines” (Li & Bernoff, 2011, p. 174). Taking small steps can reduce mistakes and develop a clearer path for your end goal.
  • Reach out to your most active customers – Through social technographic profiles, find out who your most active customers are, and ask for their participation. For example, a lot of companies send out their products to bloggers and YouTubers for their review. Once a company gets large enough, they also start sending their products to celebrities to get the word out there to many consumers who haven’t heard about their company (Li & Bernoff, 2011, p. 175).
  • Plan to drive traffic to your community – Advertise online! No one is going to know about your social media pages just because you created one. You need to generate traffic to your pages by advertising. “You’ll want to buy paid listings at Google, Yahoo!, and MSN Live Search”, which are the most common search engines (Li & Bernoff, 2011, p. 175).
  • Build in a reputation system – “A well-built reputation system encourages users to participate and behave in the right manner” (Li & Bernoff, 2011, p. 175). This will help the community protects its brand and reputation because customers and company members will be well-mannered.
  • Let your customers lead you – Take input and advice from your customers to make the community more organized and efficient. Ask customers what they want to see next from your company. “Be sure to include a thread called “Improving this Community” and pay close attention to what you hear, not just there, but throughout the forum” (Li & Bernoff, 2011, p. 176)

(Li & Bernoff, 2011, pp. 174-176)

Here is a simple video that I found on YouTube that highlights the importance of social media communities:

Source: Novofex. (2015, Sept. 23). Novofex – Social media, digital exposure, brand Awareness. [Video File]. Retrieved from

As I’ve mentioned in my previous blog post, the Royal Alexandra Hospital Foundation is very active on social media where the company promotes positive interaction with its followers. It informs everyone about the latest health trends, promotes current events, answers questions, and communicates with active social media followers. Tweets, Instagram posts, and Facebook Posts have a very respectable tone to them, which fosters a positive and friendly environment. Social media is a great way for companies to promote their products and services to people directly online. Every post the company makes reflects the company’s values as well.

After I graduate, I want to work in public accounting. I went online and searched if any major public accounting firms have platforms other than common social media accounts like (Twitter or Facebook). And to my surprise, a lot of them do. A good example is Grant Thornton’s blog where different Canadian employees from the firm talk about the latest economic conditions, trends in the economy, starting up businesses, etc. The company has categories about Finance, Growth, Politics, Operations, Ownership, and Strategy on its blog. These topics relates to the services this accounting firms provide and it’s also a great way to promote themselves by interacting with their clients/customers. Each blog post focuses on one idea, are written professionally, and promote respectable interaction with clients/customers.  I believe this method allows customers to put a positive image around the firm and get to know the company’s role, services, and employees much better as well.

Thanks for reading my blog this week.




Communities (n.d). [IMAGE]. Retrieved from

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

Novofex. (2015, Sept. 23). Novofex – Social media, digital exposure, brand Awareness. [Video File]. Retrieved from


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