Blog Assignment #7 – Tapping the Groundswell with Twitter

According to Groundswell: winning in a world transformed by social technologies by Charlene Li & Josh Bernoff, companies must understand once they connect with the groundswell on Twitter “people will expect you to listen and respond, not just broadcast” (Li & Bernoff, 2011). Below explains how to use Twitter. Companies must be prepared to respond to the expectations of their customers; using the five primary groundswell objectives with Twitter can help. Here is how to use the objectives with Twitter:

  1. Listening to Twitter – For companies using Twitter, listening is essential. Listening to Twitter involves identifying trends and influential people tweeting about the brand or company. After looking at the Twitter profile for my work, Telus World of Science, it is clear to me that they have someone responsible for monitoring trends by listening to the groundswell. Often throughout the day Telus World of Science is retweeting their followers.
  2. Talking to Twitter – Your firm can’t be talking about just anything, this part must be done well in order to gain followers and their interest. Come up with tweets that will grab the attention of readers and that might get repeated by others. While Telus World of Science isn’t getting loads of retweets, they are getting some, which means they are posting something worth repeating.
  3. Energizing with Twitter – In order to energize the groundswell you must respond to fans; this means retweeting their posts as well as giving them valuable information to retweet. Telus World of Science uses Twitter on a daily basis to retweet followers who have visited our facility. Many of the retweets we receive are involved with exciting exhibitions, full dome shows, and IMAX films that we offer at our facility.
  4. Supporting with Twitter – People expect you to respond to their questions or issues on Twitter. Even if you are not responding to the groundswell, that does not stop people from tweeting about your business. Supporting the groundswell can be done by responding to their questions and helping them solve their issues.
  5. Embracing with Twitter – The most challenging of the five primary objectives, for firms the challenge with Twitter is that they must gather a following and communicate to the groundswell within 140 characters. At Telus World of Science the marketing team has this covered. Today when I was working I noticed one of our marketing team members taking pictures in our K’NEX exhibition, and look at what I saw when I check out our Twitter page this evening.

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“A busy day for building in the KNEX exhibit. Check out some of the creations”

Source: Telus World of Science Edmonton @TWoSEdm (2014). Retrieved from:


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

Telus World of Science Edmonton @TWoSEdm (2014). Retrieved from:



Blog Assignment #3.1 – How Connecting with the Groundswell Transforms your Company

According to chapter 11 in Groundswell: winning in a world transformed by social technologies by Charlene Li and Josh Bernoff, one of the major benefits a company receives when engaged with the groundswell is a mental shift; companies become more engaged with their customers by responding to their specific needs and wants. There are three essential elements involved with making this transformation:

  1. Important to take step by step
  2. Each of these stepping-stones leads in a natural progression to the next step
  3. You have to have executive support


Source: OK Dani (2014). Retreived from:

There are five ways a company can prepare for this transformation:

  1. Start small: Change takes time. Pick your battles strategically because you only have so much political power to use at a time
  2. Educate your executives: Launch an internal blog, social network and collaboration within a department to get them to demonstrate specific benefits
  3. Get the right people to run your strategy: Pick a person that has a passion for starting relationships with your customers, not the person who has the most time
  4. Get your agency and technology partners in sync: Get them to understand the groundswell
  5. Plan for the next step and for the long term: You want to know where this is going to take your company



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

OK Dani (2014). Retreived from:

Blog Assignment #2 – The Social Technographic Profile

I find the Social Technological profile interesting because it can be used by companies to determine if their target market is online; which will in turn help them determine if marketing online is worthwhile or if they should seek another means of marketing. The Social Technological profile categorizes consumers into seven levels of participation online; including creators, conversationalists, critics, collectors, joiners, spectators and inactives. The following image describes each category and the characteristics that correspond with each.  


Source: Bernoff, J. (2008). Retrieved from

I don’t have any past experience with the Groundswell Social Technographic profile. I’ve never been responsible for a company’s online activity. However one day, I know I will be responsible for an organizations online presence so this information is of value to me. Based on the Social Technographic profile I fall under all of the categories; this also varies based on what website I am visiting. I am a creator because I now post to my blog on a regular basis, I also post videos on Instagram that I create myself. I am a conversationalist because I post status updates on Facebook and I am also a new member to Twitter. I am a critic because I do post reviews online about products and experiences I’ve enjoyed and also ones that have left me dissatisfied. I am recently a collector because I have figured out how to add useful RSS feeds to my blog. I am a joiner because I have maintained a profile on Facebook, Linkedin, Instagram, and now WordPress too! I am a spectator, mostly on YouTube, where I am subscribed to and watch a variety of channels. I’m also inactive on many of the websites I visit.

As an HR professional the Social Technographic will be helpful in determining where to post job advertisements. Depending on what kind of candidate I’m looking for. For an experienced candidate I would increase the age. It’s also helpful because it is specified to each country, although it would be more useful if it specified to a particular city or province. 

Companies looking to market their brands or products online should first research their target markets Social Technographic profile to determine what category they fall under. Once the company understands their target markets Social Technographic profile, they can then decide on and execute the best fit marketing strategy based on the profile.

At the Telus World of Science, we have a large number of target markets, which can vary based on what we are exhibiting. The science center is always a great place for moms to bring their children. For this assignment I’ve decided to focus on moms with young children as the target market.


 Source: Empowered. (2010). Retreived from

Using the Social Technographic profile tool on the Forrester website, I am able to determine what category Canadian females aged 25-34 fall under. Based on the information above, a majority of my target market consists of joiners and spectators. For Telus World of Science, this means that having a website, posting on social media websites, and having an overall online presence will be beneficial to the organization, as their target market has an evident online presence.


Bernoff, J. (2008). Retrieved from

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

Empowered. (2010). Retrieved from