Jeff Carter
Life is a riddle; unfortunately the answer's are not written here.

Groundswell Ch. 1-3

For my Social Media class (PRCA 3030) we are reading a book titled Groundswell: Winning in a World Transformed by Social Technologies. The authors of the book, Charlene Li and Josh Bernoff, are pictured to the right.

Groundswell, as defined by our book, is “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” (Li and Bernoff, p. 9).

Chapter 1 discusses three forces that come together to form groundswell. Those three are: people, technology, and economics. These three – “people’s desire to connect, new interactive technologies, and online economics – have created a new ere” (Li and Bernoff, p. 11).

Chapter 2 is about jujitsu and the technologies of groundswell. The book likens jujitsu to the groundswell because it is a complex skill that contains multiple techniques. This “manual for manangers” (Li and Bernoff, p.17)  teaches the reader about the forces, gives them the tools to engage those forces, and lastly it will arm you with techniques to turn those forces in to your favor (Li and Bernoff, p.18).

Chapter 3 was titled “the social technographics profile.” This chapter breaks down people into groups based upon their groundswell activities. The six groups they mention are:

1. Creators

2. Critics

3. Collectors

4. Joiners

5. Spectators

6. Inactives

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2 Responses to “Groundswell Ch. 1-3”

  1. This is a very interesting book, it really addresses the challenges of public relations in a groundswell scenario, but also gives some solutions for people who haven’t tapped into it yet. Thanks for your thoughts!

  2. […] 1, 2010 · Leave a Comment 1. Jeff Carter’s Blog: Groundswell, Ch. 1 […]


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