Blog Assignment #8 – Energizing the Groundswell

This weeks assignment focuses on energizing the groundswell. Energizing your customers is an effective method for using the groundswell to boost your business. According to Groundswell: winning in a world transformed by social technologies by Li & Bernoff, “individually, no consumer can achieve the reach of mass media; but word of mouth is a powerful amplifier of brand marketing , achieving results no media campaign can achieve”.  There are three main reasons that make word of mouth a successful tool for marketing; word of mouth is:

  1.  Believable
  2. Self-reinforcing
  3. Self-spreading

Source: MK Office Solutions (2014). Retrieved from:

Groundswell explains three techniques firms can use to connect with their brand enthusiasts with the goal of generating positive word of mouth feedback.

  1. Tap into customers’ enthusiasm with ratings and reviews – This technique is considered suitable for large retailers and companies with direct customer contact. Positive reviews from real people who have used a product or service will increase a firms sales. At Telus World of Science this technique could be used by asking customers to rate their visit. Although this technique can generate positive interest in a firm, the risk of negative feedback could have  counteractive effect.
  2. Create a community to energize your customers – This works best for companies who already have brand enthusiasts who are truly passionate about what you do.
  3. Participate in and energize online communities of your brand enthusiasts – The third technique involves engaging your consumers using existing online communities which they are already active in.


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

MK Office Solutions (2014). Retrieved from:


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