Final: Smore Newsletter

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RR#1: The Power of a Negative Comment

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Reputation  Monitoring & Negative Reviews Social media can be a wonderful tool in promoting a business and connecting with different audiences world-wide. It can also assist in creating quasi-personal relationships with customers, allowing for open communication through private messages, forums, posts and reviews. The globalization of social media can both positively and negatively influence a company's brand, depending on the efforts of said companies to build and repair relationships with customers.  One specific topic that is discussed in chapter 2 (p. 28) of Groundswell ,  by Charlene Li and Josh Bernoff, is the power of reviews and how they can threaten institutional power.   Thanks to the power of social media,  any one person with a negative comment regarding a product or service, can effectively desecrate a brand. Companies must be vigilant in monitoring and responding to negative feedback.  Where companies originally had to answer ...
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Reflection: Chapter 5-8

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Listening to, Talking to, Energizing & Sustaining the Groundswell Many companies listen and react to their customers in the form of “market research.” They look to learn and map the most popular trends so that they can adjust their marketing strategies accordingly. Many companies use tools such as surveys to learn more about their customers, although they have their boundaries. While you may think of the most innovative questions, surveys can’t tell you what you never thought to ask. Unlike a personal interaction, surveys can’t give you much qualitative data that might be exactly what you're looking for, no matter how much you listen.  There are two strategies that Li and  Bernoff cite as being the best professional tools for listening to the groundswell—private communities and brand monitoring. The first, private communities, can often be very expensive but the ROI can be great, if a company acts on what they learn from the community. Li & Bernoff state “...
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Reflection: Chapters 9-12

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Transforming Your Company &  Fostering the Internal Groundswell As discussed in previous blog posts, there are many ways to engage and tap into the groundswell. These include listening to, talking to, energizing, and sustaining the groundswell. Upon reading the ninth chapter of  Groundswell , we learned of the last technique --embracing the groundswell. As Li and Bernoff comment, although it is a great way to get feedback on product development and projected product success, it can be a challenge to collaborate with your customers. No matter how difficult, it is important to engage with your customers because they want to connect and give you their feedback. Since they are already doing so via blogs, ratings, videos, and reviews it is in your companies best interest to embrace the feedback directly, in a positive manner.  The two best ways to embrace the groundswell is to (1) act upon its suggestions and modify products and (2) keep the doors of communication...
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