For my Social media and PR course at Georgia Southern University, our class has been reading the textbook, Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff.
Throughout the semester I will be posting my reading notes on various chapters in this book. My first notes are on chapters 1-3.
- Part one is Understanding the Groundswell. The chapter starts off with a story about Kevin Rose, who started his company, Digg. Then the chapter goes on to explain what groundswell is. The book defines groundswell 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,” (p. 9). Three forces collide to form groundswell. They are: people, technology, and economics. The chapter goes into much greater detail about what groundswell is, why it is happening now, and why people should care about it. I found this chapter interesting and informative because it gave me a good basic idea of what the term is and what the book will most likely consist of.
- Part two is Jujitsu and the Technologies of the Groundswell. This chapter focuses on what groundswell technologies are and how to use them. There are examples of various technologies that people use in order to communicate to one another. This chapter gave some great examples and put an image in my head of how to notice, use, and evaluate various technologies.
- Part three is the Social Technographics Profile. One of the things that I liked most about this chapter was the use of graphs and images to display information. When you first read the chapter, it might tend to be a little overwhelming with all of the numbers and the amount of information, but the figures helped me to piece everything together. The chapter went over participation in groundswell activities, the social technographics profile, and the power of social technographics profiles. There were also examples and case studies given as well.
Although I just started reading the textbook, I can already tell that it consists of some great information and that I will benefit from reading and learning from this textbook.