Tweeterlicious

Let me start with Chapter 7 which dealt with "energizing the groundswell". This chapter was excellent, as the authors went into great detail about the steps to harnessing the energy generated by the Groundswell. I particularly liked the way they offer techniques for “energizing your enthusiasts” and a logical breakdown of complex information into helpful case studies like that of ebags and Lego. My favorite part of this second section of the book is the added chapter (which after writing this, I realized I may have a newer version of the book than much of the class) on "tapping the groundswell with twitter". This chapter provides a straightforward outline on the basics of how to use Twitter as a service and gives "Twitter-esque" advice/recommendations for businesses.

"People who don't use Twitter tend to write it off. What can you say in 140 characters? In fact, the richness that Twitter packs into its tiny updates is amazing. It's caught on because it's free, it's open, and it connects people and gives them power"  (p. 197)

The opportunity is obvious when you see the statistics:  

Twitter users are insanely active and influential.

Twitter has rapidly become a driving force in the groundswell and an all encompassing activity, news source, and review board. In everything from The Today Show to blogs to social networks, Twitter seems to be used more and more each day and maintains a high level of influence on everything from fashion to politics. In this chapter, social media strategy leaders and Groundswell authors, Charlene Li and Josh Bernoff, show how you can turn Twitter into a powerful force for connecting with your customers for any of the five groundswell strategy objectives—listening, talking, energizing, supporting, and embracing. Case studies from McDonald's and Intuit demonstrate how different companies have used Twitter to accomplish their social media goals.

For me the three most stand-out examples of Twitter from the book include:

• AT&T: using Twitter in a regulated industry as an extremely large organization
• McDonalds: solving issues around corporate vs. local engagement
• TurboTax: dealing with highly time-intensive issues

Ultimately, people use Twitter for everything because it’s so light, breezy, and fun (I may myself be a semi-addict)! People want to talk to one another, listen, and respond to one another! And most importantly, Twitter is easier than Facebook!!

I know that Groundswell was first published in 2008, but there’s a reason why the book is a bestseller. It continues to be filled with excellent advice from two very savvy technology focused, social media professionals, who back up everything they say with concrete and connectable examples. I think this book is well worth the read and has quickly moved to the top of my "to recommend"  list!