MARK4474- The groundswell inside your company


Last post for my marketing course, focusing on empowering your employees internally

Why do I have that quote from Michael Scott, by Wayne Gretzky? Because this quick post is about maximizing your use of the groundswell and not leaving anyone out, especially your employees. If you miss out on their opinions, you will ignore critical insight into how to grow your company.

In the last chapter of study, the focus has shifted to looking inward at a company. Instead of using platforms to enhance the relationship with your customers, why not do the same with your employees (internally)?

In groundswell, we are given multiple examples on how empowering employees can lead to better business. If you are empowering your customers, so should you be empowering your employees. Rather than waiting for employees to express their opinion online for everyone to see (which is okay is they are happy), you can create a forum for them to talk with everyone involved at the company. This allows for a more candid approach to express themselves and how they want to make their job better, and then other coworkers are able to support them as well  (Li & Bernoff, 2008).

Simply starting a forum for your company isn’t enough. You can’t expect people to just jump in unless there are assurances. For one, you have to make sure that people are encouraged top to bottom in your company. If employees see people of all levels using the platform, you will see them engaging as well. Second, give your employees a reason to use the platform. I’m not going to go into incentives, but I know I wouldn’t use a company run platform if I would receive no recognition for it. Lastly, make sure you get EVERYONE to provide input on your forum/platform. Even if Karen in sales can be a hot head, it’s better to have multiple points of view being shared as it allows for a good discussion   (Li & Bernoff, 2008).

More importantly, management has to show that the opinions being shared by employees are being heard. If no changes ever result from the internal platform, employees would become discouraged.


I can’t even think of an example pertaining to a travel related company. I mean, I have never worked inside of one. But, I can imagine how cool an internal forum would be at a place like Intrepid, where they sell packaged tours. I could see employees suggesting new itineraries all the time, even sharing their own, which would obviously lead to new tours. At the same time, they could discuss which processes are working for them. Any time you empower your employees to have their voice heard is worth the cost of the platform, as long as you are listening to them.


Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, Mass.: Harvard Business Press.


Categories: MARK4474- Social Media

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