Transforming Your Company Using The Groundswell

This week I looked at how the process of using the groundswell in various aspects of your company can transform how your company operates. One of the first concepts illustrated in the Groundswell book by Charlene Li and Josh Bernoff is that there are three important pieces to using the groundswell to transform your company. They are: take things step by step, each step should lead to the next step, and have executive support (Bernoff & Li, 2011). These steps well help to make the transition of using the groundswell easier.

The book also mentions two cases, the Dove real beauty campaign and Dell Computers. Dove used the groundswell to launch a video on YouTube that was viewed by millions during its time (Bernoff & Li, 2011).  The link below will take you to the YouTube video that was posted by Unilever. This worked really well because it was cost effective and they did it at a time when people were just starting to discover social media sites and they were excited about this new medium to share ideas.

With Dell, their issue was they didn’t have anyone to properly address angry customers and their concerns with Dell products (Bernoff & Li, 2011). Another place that Dell fell short was being able to admit that they were wrong to the customers to try and fix the problems (Bernoff & Li, 2011).  Below is a screen shot of a posting on the Dell website from a customer having problems and how the groundswell may have helped to solve his problem. After Dell was able to follow the three steps and take things step by step, having each step lead into the next, and getting the support of the top executives (Bernoff & Li, 2011) they were able to properly utilize the groundswell to change their company for the better.


Bernoff, J., & Li, C. (2011). Groundswell: Winning in a world transformed by social technologies. Boston, Massachusetts: Forrester Research, Inc.


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