Using the groundswell inside your company.

Welcome back! And to those of you reading this for the first time, welcome to my blog!


This week’s reading is actually the last in regards to the book in my course, as well as the last week before I have completed my degree! At times it honestly felt like it was taking forever (depending on the term) and other times it seemed to fly by. But anyways, back to the original purpose of this blog which was on “the groundswell inside your company” or in other words how you can use everything mentioned in my previous blogs internally to interact the same way with your internal community (i.e. employees, management). This consists of utilizing the five previously mentioned objectives inside your company which can lead to some of the following:


Listening – “With employees, listening can turn rapidly into problem solving” (Li & Bernoff, 2011, p. 237). By using the groundswell to listen internally, it will allow management to hear what the current topics, trends, issues, as well as anything else that may not be communicated.


Talking – “Corporate can post policy changes where everyone can read them” (Li & Bernoff, 2011, p. 237”. Thus allowing for a wider reach within the organization.


Energizing – It will let your most enthusiastic employees to spread their energy through the groundswell, allowing for other employees to interact with these, creating momentum to push the organization further.


Supporting – “Employees can find the support they need from around the company, not just from within their store or district” (Li & Bernoff, 2011, p. 238).


Embracing – The benefits of having a community can “be a way to surface both ideas and great talent” (Li & Bernoff, 2011, p. 238).


Implementing these objectives into the internal workings of your company focuses more on relationships than the technology. So you need to ‘nurture’ the groundswell if you want to garner the power of your employees. Li & Bernoff (2011), further mentions ways that organizations can use culture to allow the for internal groundswell success:


  1. Promote a listening culture from the top down – To use social applications, a high degree of trust must be involved since employees have a significant amount at stake when it comes to providing their honest opinions. This is why management must take an active role in using the social networks. The more management contributes their executive time and sponsorship, the more likely the employees will be to get involved as well.


  1. Ease and encourage participation with incentives – Participation within the internal groundswell is critical to success. Therefore, as a manager, you must entice your employees to participate. In fact, one way is to ensure that the use of the social network is easy. This will secure the use of it by employees, and allow them to understand how to use it, and persuade them to incorporate it into their everyday work tasks.


  1. As we have discussed countless times in my blogs, groundswell thinking is not easy. This is why you should empower those in your organization who are ready and fighting for change. They already have an affinity for implementing change and creating new ideas, so all you have to do is provide guidance. This means you should direct their energy in a productive way by helping them to try new things, guide their thinking, teach them from their mistakes, and when they begin to succeed, show them what they did to make it happen and how to duplicate it.


This will allow your organization to reap the benefits, and harness the groundswell thinking internally in your company. So remember, you can’t force them to adopt groundswell thinking, but you can show them the positive aspects of it and how it will grow and transform your company.


To summarize, by using the groundswell inside your company, it will allow you to hear what your employees are talking about (i.e. issues, trends, ideas etc.) and communicate (talk) to your employees about the different topics as well as any changes or updates. It will also allow you to energize your employees through this interaction along with allowing your ‘star’ employees to shine. Which will finally lead to a supportive community where problems and ideas can be heard, solved, and implemented.


This ends my series of blogs for the Social Media Marketing – MARK4474 course at NAIT, but that does not mean the end of my blogging!


Until next blog!




Li, C. & Bernoff, J. (2011). Groundswell expanded and revised: Winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing.