How Talking will change your Organization


Advertising and public relation departments of companies spend vast amounts when conveying their message to the customers.” Worldwide, marketers spent more than $400 billion on advertising in 2009”(Bernoff & Li, 2011).

Social Media Marketing is not only about what you do on social media. It is at least as much about what others do for you in social media. Once you get others to talk to you, you have half way won.

Alexis Ohanian mentions Greenpeace as a powerful example of a leading conversationalist in social media.



The traditional marketing funnel also known as product adoption or customer adoption process is a five-step progression (Awareness, Consideration, Preference, Action, Loyalty) that a consumer goes through before finally buying and accepting a company’s product or service(Bernoff & Li, 2011).

Marketing Funnel.jpg

Social technologies have extent the word-of-mouth at a mounting rate, which is affecting the influence “of regular people while diluting the value of traditional marketing.” (Bernoff & Li, 2011). To best respond to customer’ s concerns, groundswell social media approach gives the following techniques:

  • Post a viral video – Post a video online and to let people share it.
  • Engage in social networks and user-generated content sites.
  •  Join the blogosphere – Empowering Executives & Staff to write blogs and to listen & respond to another blog adequately.
  • Create a community – Engage with your customers and to dispense brand value.


But is social networking for everyone?

To cope with the rising social marketing trends and to know whether you should use social networking sites to talk to your prospective customers, groundswell approach offers the following four points of advice :

Using the Social Technographics Profile to verify that whether your customers are in social network or not – identifying whether they are joiners, critics, creators or just spectators or inactive groups.

Move forward if people love your brand – Having loyal followers that support companies name makes it easier for businesses to transcend into social media communities.

See what’s out there already – Recognize the existing groups in social media.

Create a presence that encourages interactions – To promote customer’s perception of a product or to upsell a product, companies need to develop a friendly message-sharing environment.

So preserve the Social Technographics Profile in mind when assessing the readiness of your target audience. As mentioned in my last week’s POST blog, to be successful remember always to start with people and objectives. Here are tens helpful tips to get you on the right track:

Begin by listening : Listen to what is being said out there about your organization before taking any action. Monitor the blogs within your industry, and its competitors.

Determine the goal for the blog : Screen and choose the right objectives for your company.

Estimate the ROI : How do you think your blog will pay off? Recognizing all costs of the business.

Develop a plan : How many authors will be writing the blogs? You’ll also need to figure out if you’ll have a single company blog or numerous.

Rehearse : Write a few posts before allowing them to go live. This enables you to explore what topics are important to people and ones you’ll be covering.

Develop an editorial process : Immediate steps should be taken such as reviewing and amending posts.

Design the blog and its connection to your site : Design the way you think your blog will communicate to your audience, and ponder linking the company’s homepage to the blog. This will increase site traffic, organization reputation and raise awareness.

Develop a marketing plan so people can find the blog : This is where traditional marketing kicks in. Perhaps, emails to your customers and ads in magazines would be the best option for your organization.

Your business might be on Facebook, Twitter, Pinterest, LinkedIn, or anywhere else. But by posting links with relevant visuals of your blog articles on your social sites, your company give your social followers a reason to click through to your website.


Thanks for reading my post.

Goodbye for now




Bernoff, J. & Li, C. (2011). Groundswell Winning in a World Transformed by Social Technologies. Massachusetts, Boston: Forrester Research, Inc.


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