Energizing Your Audience With the Groundswell
Imagine that you're a marketing specialist at a company and you are looking to spread brand awareness. Some organizations spend heavily on traditional television advertisements while others utilize social media to listen and speak to their consumers. All of those options have their benefits and drawbacks, along with this next strategy which I am going to tell you about in detail. . . . Energizing This strategy is a marketer's dream! Companies can tap into the groundswell to energize their fans to start spreading the word of their products and services. Once their consumers are energized, the job falls on them, rather than the company, to market the brand. Charlene Li and Josh Bernoff claim in their book, Groundswell: Winning in a World Transformed by Social Technologies , that w hen political candidates get their supporters riled up and spreading the word, they are successfully "energizing their base" (p. 130). Believe it or n...
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