There Is No Going Back!

Still underestimating the power of social media? Then you have to know exactly that how groundswell can affect your brands! After all, organizations and businesses are built in control, and the groundswell can weaken and undermine control, dramatically.

The Social Technographics Profile groups which were mentioned in Groundswell show that spectators are the majority of Chinese consumers, which means most of the Chinese consumers prefer to read blogs, watch video from other users, and read tweets. Then it's more important for brands to create more articles or blogs to market themselves. 

After talking about all of these, let us show you an example, which has been widespread as a bad one in the field.

Since Wechat has become the most popular messages serving platform in China, signing up for a Wechat official account was a good opportunity for Burberry to communicate with their Chinese customers. But they probably didn't pay that much attention to the management of their Wechat account, which caused an embarrassing mistake, in Sep. 9th 2015. The official account of Burberry posted an article about their classic Heritage Trench coat. However, the poster wrote the name "Burberry" into "Bubrerry" for multiple times, in both title and content. What's more, Burberry's official account didn't even notice this severe mistake. Because they didn't delete this post until 12,000 Wechat users had viewed it. What's even worse is that they didn't explain anything after deleting the post. Even though we don't know how exactly their viewers felt, this is a terrible example for other companies to learn from. 

Now you know how important it is to use social media and use it in a correct way. Then using groundswell to pursue your objectives is also a big thing to learn. Some business functions you've already got can help a lot, like doing research, marketing, or sales. You can easily change them a little bit, to fit for the groundswell. For instance, instead of one-way communications with your customers, companies should participate in and stimulate two-way conversations with your customers.
Take the official account of Dove on Facebook as an example, there are a lot of conversations between consumers and their staff. They let every customer feel that they are being cared. Then that's a useful method of two-way communications.

Thus, your every move in groundswell should be cautious, because there is no going back!