In my Social Media Principals class, we are currently reading the book, Groundswell, by Charlene Li and Josh Bernoff.  The book explains, “the groundswell is a social trend in which people use technologies to get the things they need from each other instead of from companies” (x).

In Chapter 6 of Groundswell is about Talking with the Groundswell.  On page 101, the authors mention the “Marketing funnel,” which is described as a metaphor in which consumers follow the path from awareness (which features a large area of opportunity,) to purchase and loyalty (which shrinks into a more narrow area).

As stated in the diagram, “Marketers have little control over what happens in the middle stages, but the influence of the groundswell is the heaviest there” (101)

The book mentions that this metaphor is dwindling to become outdated.  With so many brands and products trying to get noticed and sold, shouting at consumers does nothing but turn people away.  Potential consumers want to be talked with, as in dialogue, and not shouted at.

In this generation, conversations via social media are what really do the trick.  For example, potential consumers stuck in the middle of the funnel may see a particular brand on Facebook and be able to like or comment to interact with the brand.  People are even more interested when their comments are noticed and responded to.  This kind of advertising is what promotes purchase and loyalty.

“When surveyed online customers at the end of 2006, 83 percent said they trusted recommendations from friends and acquaintances, and more than half trusted online reviews from strangers” (102).

Personally, I find myself the most loyal to brands that I have been informed of via friends, family, and acquaintances.  Social media plays a vital role in my discovery of these products and brands.  For example, if I notice my older sister “liking” or “sharing” a piece of clothing or jewelry on Facebook, I will most likely look into the product because I like her sense of style.  To be honest, I can be quite the copier of her when it comes to fashion trends. Sorry, Sis.

In conclusion, social networking is THE new ultimate tool when it comes to public relations.  In our generation, conversation and interaction found on the Internet can make or break a product.  This is why I feel that it is so important that companies, big or small, realize the impact of social media and use it to their advantage.