Blog Assignment #3 – Listening to the Groundswell


Source: Bad Language (2014). Retrieved from:

From my personal perspective, listening is to pay attention to, understand and interact with whom you are speaking with. After reading chapter 5 in Groundswell: winning in a world transformed by social technologies by Charlene Li and Josh Bernkoff, I realize that listening from a business perspective is much more than that. For businesses, listening is known as market research and it involves a lot of money. Businesses pay over $15 billion annually for market research. Companies use market research to look for answers to their questions and doing so can help businesses reveal new insights about their consumers and target market.

According to the groundswell, there are two types of listening strategies:

  1.  Set up your own private community
  2. Begin brand monitoring

Setting up your own community on a website such as Communispace, allows natural interaction in a setting where you can monitor and respond. Brand monitoring would involve hiring a specialist to monitor blogs, discussion forums and any feedback that could be relative to your business.

Listening to your consumers whether it’s through a private community or brand monitoring can be beneficial to your organization. According to groundswell there are six reasons why a company should listen:

  1. Find out what your brand stands for
  2. Understand how buzz is shifting
  3. Save research money; increase research responsiveness
  4. Find the sources of influence in your market
  5. Manage PR crisis
  6. Generate new product and marketing ideas

The company I have been relating my work in this course to is my current place of employment; Telus World of Science. At my work it is important to listen to our consumers as they influence important decisions such as hours of operation, what kind of special event nights to hold, and what major attractions to sign. We currently have an interactive presence on Twitter, Facebook and our own website where we are able to monitor what people are saying about us.


Charlene Li, J. B. (2011). Groundswell. Boston: Harvard Business Review Press.

Bad Language (2014). Retrieved from:




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