The Groundswell

One of our reading assignments for our Introduction to Online Communities class is Groundswell, written by Charlene Li and Josh Bernoff.  I am only near the beginning of the book but I wanted to check-in and write down a few thoughts.

If you are someone who is new to the idea of the groundswell then this book is a must.  It doesn’t just lecture on what the subject is, but rather it gives real examples that illustrate what this phenomenon is.  I say phenomenon because at the time the events in the book took place there were no examples or study into how a groundswell occurs.  I suspect for our class, since we have had so many powerful speakers and panelists, we find the beginning of the book more of a review.  However, near the end of chapter 2, I did find an interesting analysis of which technologies people should pay attention to.  It is the first time that the book, so far, gives thought to the future.

Here is what Li and Bernoff have to say about the Groundswell Technology Test:

1. Relationships are important. Does the technology depend on relationships?  Can people connect in new and different ways? Can these relationships develop virally?
2. Is it easy to obtain and sign up for?  Is it free? Does it use existing technology? (Cell phone for example)
3. Who as the power?  Does this technology benefit people as opposed to companies?
4. Is there content? Is there enough content? Do users generate “valuable” content?
5. Is it an open platform? Can others delve into the technology and create piggy-back applications using the technology?

The book fully admits that there are other factors at play but I really appreciated this analysis.  Also, the fact that some or all of the points may not be met does not mean that the technology will fail.  It may, however, take longer to spread.

As we read more books on social media and the groundswell effect we find that most contain a look back and an investigation into the success or failure, much like a crime scene investigator.  This last excerpt is not only useful and important but it really  is the first bold step I have read that involves progress and execution.

More to come…