Groundswell by Charlene Li and Josh Bernoff analyses the social phenomenon of the forces created by customers connecting which they call the groundswell.
The book classifies people according to how they use social technologies – called Social Technographics. There are 6 types of people who make up the rungs of the Social Technographics ladder.
1. Creators: A Creator is one who will publish a blog, publish their own web pages, upload videos they create, upload audio/music they create, write articles or stories and post them.
2. Critics: These are the ones who respond to content from others. They post ratings/reviews of products/services, comment on someone else’s blog, participate in online forums, contribute to/edit articles in a wiki.
3. Collectors: They organize content for themselves or others using RSS feeds, add tags to web pages or photos, vote for websites online.
4. Joiners: The ones who connect in social networks. They maintain a profile on a social networking site and visit social networking sites.
5. Spectators: They are consumers of social content. They read blogs. They watch videos of other users. They listen to podcasts. They read online forums. They read customer ratings/reviews.
6. Inactives – who are none of the above.
Taken together, these groups make up the ecosystem that forms the groundswell. By examining how they are represented in any subgroup, strategists can determine which sort of strategies make sense to reach their customers.
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