It was very beneficial to read chapter 3 of Groundswell after our Sept. 18 discussion and lecture. The beginning of the chapter solidified the concepts that we discussed in class, especially when it broke down the Social Technographics Profile into its seven categories: creators, conversationalists, critics, collectors, joiners, spectators, and inactives. Reading the definitions of these characteristics helped me make connections with the points we made in class, like how mom’s tend to be joiners. When I looked at the graphs in the book, I was shocked to learn that 80 percent of those who participate in social networks are joiners as well. I enjoyed reading the section on Alpha Moms because it reminded me of the Mommy Bloggers that took storm a few years back. This chapter also put into perspective the universal aspect of the groundswell. The authors first make the point that what drives people to the groundswell is “the desire to connect, to create, to stay in touch, and to help each other.” Then the chapter moved on to break down the various social technographics for Asian and European customers. I was pleased to see that in countries like India and South Korea creating content was in the low to mid seventy percent. The book explains that this is because there are many popular social media sites in that part of the world beyond just Facebook, but I would like to believe that people spend their time blogging about political, social and economic issues that are affecting them. I was surprised to learn that there are still ways to reach the elderly and the sick in the groundswell, but in different ways. For both of these categories, the chapter highlights that most of these groups are observers, however the American Cancer Society has created a space online for cancer survivors to share their stories. It was also mentioned that joiners and spectators view this page who are able to draw some inspiration from the web page. Finally, the chapter ended with a very informative roundup of why people join the groundswell, which will be beneficial once I start working with my client. The list included: keeping up friendships, making new friends, succumbing to social pressures from existing friends, paying it forward, the altruistic impulse, the prurient impulse, the creative impulse, the validation impulse, the affinity impulse. What really spoke to me in this list is the succumbing to social pressures from existing friends, because that is how I was pressured into creating a Facebook page. Also, I never realized how powerful the pay it forward option could be. It really is true that when a company sends an email asking for reviews and comments, it is more likely people will participate in the groundswell.