Five Objectives That Companies Can Pursue in the Groundswell

Based on observation of companies purusing Groundswell strategies the following are five objectives that companies pursue:

• Listening. Use the groundswell for research and to better understand your customers.
• Talking. Use the groundswell to spread messages about your company.
• Engergizing. Find your most enthusiastic customers, and use the groundswell to supercharge the power of their word of mouth.
• Supporting. Set up groundswell tool to help your customers support each other.
• Embracing. Integrate your customers into the way your business works, including using their help to design your products.