Groundswell embraces employee within the company

By understanding the power of groundswell and how it would contribute or threaten companies and brands(Chapter 1--3), Li and Bernoff created several strategies for tapping the groundswell(Chapter 4-9). Clear expectation can be met by using different approach: listening, talking, energizing, supporting, and embracing. It is easy to be overlooked but extremely important is what groundswell can empower employees in the company and the future platform of groundswell(Chapter 10-12).

 How leadership and employee engagement can affect a company? Let's see the video:

                                

According to Deloitte Consulting LLP principal Doug Palmer, "social media software can help employees build relationships with one another, share knowledge, and collaborate." 

As the CEO of Avenue A/Razorfish, Clark wrote blogs post addressing concerns, which is openness and things aren't happening in secret. As a results, employees felt more assured that the acquisition would be good for them. (P222)

There are several benefit of this new communication channel:

Transparency: It brings a open culture for a company. It is often said that, "how a company does things is more important today than what it does." Forming a Culture of Candor within its employee can really help a company build an open attitude towards public.

Promptness: Everything is just a click away when it comes to the explosion of Internet, which makes it easier and less time-consuming to get access to information. Everyone in the company can respond effectively when  instructions are send through social media websites.

                     

Less-bureaucracy: Instead of passing messages by a top-down method, the equal access and openness atmosphere on groundswell can create a more less-bureaucracy organizational culture, which is encouraging for employees to concentrate on company's bottom line.

Another benefit groundswell can offer is to embrace new employee stepping into the company and get to know the organizational culture.

Like Organic, whenever new employees join, they get a page on Organism and are expected to keep it up to date.(P224)

The big task for new employee is to learn and scientific research has shown that we learn best by experiencing , different social media tools and the involvement of groundswell can definitely sever this purpose. There are some useful social media tools for employee engagement. 

Facebook Groups: Groups help gather employees; within groups, shared updates, photos, documents and more under specific settings of choosing can be used effectively to transfer messages. Here is an example of Russian Women Entrepreneurs Facebook Group.

YouTube: Australian companies, such as Fosters (@FostersCareers), are building strong talent management teams, adept at using LinkedIn and other social media tools to attract top talent, inviting potential employees to learn more about a career with their business. Recruiters are often online for a period, with “Ask and Expert” segment, to answer any questions that applicants may have. They have also done a good job with attracting and explaining expectations for new employees by a serious of video on YouTube.

There are other aspects need to be taken into consideration when it comes to how to embrace employee within the company.

Skepticism vs. Brave:

Readers responded with comments like "It will never happen" and on engineer specializing wrote, "Give me a server and I'll get it run in a day" (P223)

Innovation is always going with skepticism and obstacle, it requires visionary and courage. Having high social media intelligence is a power tool to be brave. Companies have the responsibility to lead and encourage employees.
 

Cost vs. Impact:

Some post that this wasn't possible because it would cost Best Buy close to $1 million to implement.
 (P218)

In a company, people are willing to see low cost and high impact; at lease a certain level of cost and relevant impact. It is understanding when people set back when they estimate the impact is not promising. Social media community do provide a platform to expand impact with a low price when it is used wisely.


   
Short term vs. Long term:

Strategically, you will need that connection to the groundswell. Companies need connections to their markets to create long-term loyalty. (P238)


The explosion of information on social media makes it more approachable, and in some way, makes it invaluable. It is easy to get people's attention in a short time, and the more important task is to keep the connection and concentrate on long-term impact.