The Groundswell

I found POST, the book’s four step strategic process, to be almost too simple but a good reminder to put people first and technology last.   I found the detail on Social Technographics Profile to be especially valuable.   Depending on demographics and numerous other factors, not all social technology users are alike.  The profile identifies users based on level of involvement and correctly mandates first understanding the who, what, where, when and why of the profile before implementing any strategies.  These groups are sorted into a ladder with names befitting their profiles: Inactives, Spectators, Joiners,  Collectors, Critics, Conversationalists and Creators.

Related to POST, the book outlined five primary objectives for creating a social media strategy.  Jumping quickly into social media was cautioned and the need to clarify objectives and have specific goals is imperative.  Not surprisingly, the first is focused on people and entitled Listening.  I agree that social technologies, when used correctly, can provide invaluable information and insight on a brand, its customers and industry.  The book discussed creating communities to facilitate this sort of informal research but also detailed the value of private firms specializing in brand monitoring.  This research is not for its own sake but must be integrated into corporate decision making to strengthen brands, deepen customer relationship and drive results.

There was one point made in the book that I also have questioning in my day-to-day job.  In the introduction, the book states that traffic equals money.  I saw this as a short sighted statement that is far too broad.  I agree that corporations (nonprofits and others) must participate in the groundswell movement but other than through advertising, I question how traffic equates to money as a general rule.