PRCA 3030- Chapter Notes Week 2: Groundswell chpts. 1-3 & Survival Guide chpt. 4

January 23, 2010 at 2:18 pm Leave a comment

Chapter 1: Why The Groundswell* and Why Now?

The definition of the groundswell is “A social trend in which people use technologies to get the things they need from each other, rather than from traditional illustrations like corporations.”  Essentially what this is saying is that now more than ever, people are referring to blogs, websites that show reviews of products or services, facebook etc. to learn what they can and express thoughts, opinions, and ideas about specific products, services, even people and there is no way to stop it.  Furthermore, if “the man” tries to stop what is being said about his/her product or service this usually inspires the blogs and internet users to spread the information to other sites like wildfire.

Why is the groundswell happening now? Three forces are behind it: people, technology, and economics.

Why should you care that it is happening? “If you have a brand you’re under threat” Basically what the authors are saying is that people who have a basic knowledge of your product are going out and talking with other people about the product and and “redefining” the brand that you spend hundreds of millions of dollars making.  They are comparing prices, similar products, etc. This idea of a groundswell has made businesses more vulnerable.  It has changed the balance of power.  People can put up websites and review or “rate” the companies services, start movements, etc.

Chapter 2: Jujitsu and the Technologies of the Groundswell

This chapter is focused on telling the managers of companies how to thrive in a world that is becoming a groundswell.  The groundswell is weakening their control over what is being said about products and services that they are manufacturing, however, once they understand the groundswell they can use it to their benefit.

The chapter outline various technologies (blogs, social networks, wikis, forums and widgets).  It then evaluates, how they work, explains participation, how they enable relationships, how they threaten institutional power, how you (business managers) can use them.

The next step is when evaluating a new technology, one should ask the following questions:

  1. Does it enable people to connect with each other in a new way?
  2. Is it effortless to sign up for?
  3. Does it shift power from institutions from institutions to people?
  4. Does the community generate enough content to sustain itself?
  5. Is it an open platform that invites partnership?

The groundswell has two key ingredients: technology and people.

Chapter 3: The Social Technographics Profile

This chapter describes how to recognize who your demographics are “your social technographics”.  The social technographics is composed of 6 categories:

  1. The  creators – publish blogs, publish web pages, upload videos, etc.
  2. Critics- post ratings/reviews, contribute to forums
  3. Collectors- Add tags to web sites, “vote” for web sties
  4. Joiners- visit social networking sites/maintain profile
  5. Spectators-read blogs, watch video, listen to podcasts,
  6. Inactives- do nothing

Once a company knows the social technography of their audience, they can use it to build an “appropriate social strategy”, meaning they can target the right buyers with the right media.

*”Groundswell, Winning In A World Transformed By Social Technologies“- By Charlene Li, Josh Bernoff

Chapter 4: Building a WordPress Powered Website

A Survival Guide To Social Media And Web 2.0 Optimization by Deltina Hay  

In this chapter Hay talks about using WordPress as a place to build a website.  The chapter covers many of the features WordPress offers and how to use/install them.

Hay explains the “anatomy” of the WordPress site, from the header down to the footer and everything in between. I actually found the section on “Widgets” interesting, because I didn’t know you could create your own or find others that didn’t exist already on the site.  For example she shows a WordPress blog with a “Flickr” account that has pictures showing on someone’s blog.

Hay then explains how to get a “hosting account” for your site if you so choose and how to get “FTP” access which would allow you to upload files to your hosting site.

Hay then talks about how you should browse through themes and choose one you like and then install it.  Another thing she likes about WordPress are the plugins.  She says that they give WordPress “tremendous power and flexibility.”

The following sections are about installing Widgets, plug ins and how to build “static” pages.

This chapter was helpful to me especially because I am about 2 weeks new to WordPress and I had not yet thought about plugins but will certainly be checking into them now!


Entry filed under: Reading Notes- PRCA 3030, Social Media and PRCA 3030- Section C.

PRCA 3030- Chapter Notes Week 1: Survival Guide pgs. 15-22 Fuji Hana

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