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Charlene Li and Josh Bernoff’s book “Groundswell: Winning in a World Transformed by Social Technologies” is a great guide for any business employee looking to make an impact in today’s world of social media marketing, regardless of whether they are just starting out, or already a tech-savvy expert. If the book has one main takeaway, it is that the groundswell, which is public opinion that travels through the masses via the internet, is unpredictable and uncontrollable. In Li and Bernoff’s words, “this movement can’t be tamed. It comes from a thousand sources and washes over traditional business like a flood. And like a flood, it can’t be stopped in any one place. Often it can’t be stopped at all” (9). Flood preparation is good for us to practice in the digital world as well as the real one! To employees and business owners who are unfamiliar with online methods of communication, all of this may sound intimidating, and maybe even a little bit scary. Not to worry! In chapter 2,...
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Blog Post: Reading #2

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Reading Reflection Post #2: Groundswell Chapters 5-8             For almost all of us who have experienced life as a pre-teen, we know that puberty can be an awkward time in a person’s life. Tweens feel awkward in their changing bodies, experiencing a whirlwind of new emotions, and parents and their children alike hate the dreaded “talk”. For adolescent girls specifically, however, the onset of young adulthood creates a unique and uncomfortable new change: namely, periods.             Luckily for these girls, in recent years, conversations about periods have been moving away from shame and stigma, and towards education and openness. In fact, many companies are creating messages about ending the stigma of periods, particularly those that sell pads and tampons. Charlene Li and Josh Bernoff bring up a case study of such a website in their book “Groundswell: Winning in a Wor...
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Groundswell Chapter 10: The Evolution of Dove

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             In chapter 10 of “Groundswell: Winning in a World Transformed by Social Technologies”, authors Charlene Li and Josh Bernoff discuss the release of Dove’s initially groundbreaking “campaign for real beauty”. According to Li and Bernoff, when Unilever (Dove’s parent company) first created these commercials in 2003, “they took a big risk with the message, going against the industry norm of using young, slender, perfect models and instead featuring everyday, average women. . . it worked- people were definitely talking about the ad campaign and Dove” (200). Initially, the ads featured only images of women like the one below: After these ads created a buzz within the groundswell, Dove decided to take the messaging a step further. They created a video entitled “Evolution” in 2005, which exposed many of the photoshopping, airbrushing, and makeup techniques used in traditional advertisements. The video was successful ...
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