This chapter really drove the point home that when a company uses social media, it has to accept that it has to let go of control and trust its creativity to engage in the groundswell. To initiate the “letting go” process, a company should create a groundswell within itself to get employees on board with groundswell thinking. The best way to go about this is by taking the process step by step because developing groundswell thinking requires “a mental shift” and “building a repertoire of shared successes.” Then, the chapter brings the point home again stating that companies have to give up control of the brand message when they begin to engage in the groundswell. Dove’s “evolution” video is a great example of a company losing control of its brand message. The beauty company exposed the truth about commercial photo shoots and Photoshop, even though it is part of the cosmetics industry. This chapter also emphasized the importance of having a vision and plan before a company should begin engaging and energizing the groundswell. The authors summarized this point well by stating: “The simplest way to do that is to describe what the relationship with your customer will feel like in the future. You won’t necessarily know what technologies you’ll use, or what kind of message you’ll have, but you should have a vision of the kind of conversation you want with your customers.” This chapter also stresses the importance of having individuals lead groundswell initiatives, which may include persuading executives and higher-ups to support groundswell thinking. Reading the case studies about Unilever and Dell were really beneficial because it shed light on how a company should and should not use the groundswell to listen to customers and share its brand message. Unilever did a great job creating Dove’s evolution commercial and breaking the boundaries of its brand message. But, Dell’s case study was a good learning experience that stressed the importance of listening to customers and engaging in conversations with them. Finally, the chapter concludes with five steps to succeed in the groundswell: start small, educate your executives, get the right people to run your strategy, get your agency and technology partners in sync, and plan for the next step and the long term.

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