Tapping into the Groundswell

Social media is turning the world of marketing upside down.  Companies can no longer simply “shout out” and have one-way conversations with their customers.  Today, dialogues are not only two-way, but also customers are reaching out to colleagues and trusted advisers on social networks for brand information.

Charlene Li and Josh Bernoff in their bestseller book Groundswell, describe this new shift in the relationship between customers and companies as:

“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”

In fact, most B2B buyers prefer to conduct their own research first to learn about a company`s product or service offerings than rely on a customer representative.  The vast amounts of content available online, along with ubiquitous Internet access and high bandwidth make information gathering and sharing standard practice today.  Buyers are simply more social. Continue reading