Groundswell Chapter 5

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Hello Beautiful People of the interweb,
How are you this week? We've come to the time where I summarize and relate another chapter of Groundswell: Winning in a world transformed by social technologies. So this week I read chapter 5, which is all about listening. The Chapter begins with the importance of brands and how brands play a huge factor in the business world. They state "brand is whatever your customers say it is"(Li & Bernoff, 2011, Pg. 79) which is important to understand. Companies must listen, but must not be limited or narrow on where they do it. In listening many problems can occur. The first problem is not being able to "hear from everyone"(Li & Bernoff, 2011, Pg. 81) since "you'll only here from people willing to talk"(Li & Bernoff, …show more content…
81). The second problem is Volume. This is a problem because there is so much information present in our society (customers, blogs, review, personal preference) so it's hard to filter what's good and what is bad. Groundswell discusses two strong listening strategies, the first one being "set up your own private community"(Li & Bernoff, 2011, Pg. 82) and the second is "being brand monitoring"(Li & Bernoff, 2011, Pg. 82), these strategies allow businesses to achieve a higher listening skill and over brand success. When choosing a strategy there are six tool to use, they are : "find out what your brand stands for"(Li & Bernoff, 2011, Pg. 93), "understand how buzz is shifting"(Li & Bernoff, 2011, Pg. 94), "save research money; increase research responsiveness"(Li & Bernoff, 2011, Pg. 94), "find the sources of influence in your market"(Li & Bernoff, 2011, Pg. 94), "manage PR crisis"(Li & Bernoff, 2011, Pg. 94), and "generate new product and marketing ideas"(Li & Bernoff, 2011, Pg. 94). Finally the chapter mentions how we can succeed with our own listening plan and discusses how using proper listening

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