This chapter focused on talking to the groundswell, which is the next step after listening. Overall, this chapter did a good job reiterating that it is important to first listen to the groundswell and then talk to it. There is no point in talking to the groundswell if you don’t listen in the conversation about your business or products. This chapter also stated how important it is to not shout at the groundswell, but rather have a conversation with those talking about your company and answering them in a timely and orderly fashion. The best way to talk with the groundswell is to post viral videos, to engage in social networks and user-generated content sites, to join the blogosphere and to create a community. A blog should generates high visibility, answers customers’ questions, heads off PR problems and offers insight through customer feedback. However, the best way to start a successful blog is to know whom you want to reach and exactly what you want to accomplish. The chapter also stressed the importance of either creating a community for your customers or to join a community your customers already created. This will help you better communicate with your audience. Blogs work best for big companies, technology companies, and companies that sell multiple products. The chapter also stated that viral videos are best for solving an awareness problem that you may have because it can punch through the noise. This was what I took away from talking with the groundswell, but the author ended the chapter well when he said: “The conversation will evolve continuously. Even as the technologies change, the basic conversational nature of those technologies will remain central. If you learn to talk, listen, and respond, you’ll master [talking with the groundswell].”

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