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It's the buzz term that's dominated our trade papers, infiltrated webinars and tradeshows, and the expression we can't get out of our executives' mouths. They don't know why they want it, they don't care what it takes, but they want it all, now. Twitter, Facebook, LinkedIn, MySpace, YouTube, FriendFeed, Yelp, wikis, forums, fan pages, groups, and whatever else makes up the ever-growing mix of technologies and sites that encompass web 2.0.
You know what? They have the right to want and worry and so should you. Not understanding web 2.0 technologies and how to effectively implement them could ultimately cost you your job. Your customers are out there on the World Wide Web talking about you and your product right now.
Are you listening? Where? How? To who? What are they saying?
Do you direct your company's web 2.0 strategy or have you been conveniently ignoring it? Do you have the resources and support internally to manage it? Do you have rogue executives championing web 2.0 without proper training? Or do you have an intern controlling your online efforts?
How are you measuring success? Sales? Brand awareness? Friends?
Welcome to what Charlene Li and Josh Bernoff describe as The Groundswell.
Unlike many of the "How to" books on the subject of web 2.0, The Groundswell offers an insightful and important look into "why" we should participate in social media technologies. Further, it focuses primarily on the relationships as opposed to the technologies which is exceedingly important and often overlooked. It begs us as professionals to smartly approach web 2.0 with the same discipline we do when designing media and public relations campaigns.
The truth is, not all companies need Twitter or Facebook accounts. Not all CEOs should run a blog. Most small business don't need a forum. But you're a pro, you know that. But how do you convince your company and clients that you're the expert and not their thirteen year old daughter serving as an intern for winter break?
The Groundswell gives us the tools to properly select the technologies and understand the potential ramifications of those technologies. It helps clarify where we'll most likely reach potential customers based on technographics and unearth those fanatic fans we want to engage.
On February 17th at our PRSA-CIEC monthly meeting, we'll be reviewing some of the key points from the Groundswell. We'll highlight key points, review important takeaways, select the best case studies, and even throw in some local case studies for discussion.
If you have the time, I highly recommend picking up a copy at your local book store. Whether you read it or not, you'll walk out of the meeting with actionable items, free tips and resources, and scripts to finally get your CEO off your back!
 About Aaron Norris, MBA
Born and raised in Riverside, California, Aaron returned to Southern California after living in New York City for seven years. Performing since the age of six, Aaron left for New York in 1997. He graduated from the New School University in New York City with a BFA in theater and has performed in over 60 productions around the world.
Between "gigs" in New York City, Aaron found his second love in graphic design and marketing. Work experience in New York included several years at the investment banking firm Lazard Freres, KTU Radio, and several individual clients. Since moving back to Southern California, Aaron has enjoyed consultant work with companies like Francis Krahe and Associates, MGA Entertainment, Clear Channel Entertainment, Riverside Public Utilities, the Orange County Affiliate of Susan G. Komen and several financial and law firms.
Aaron is currently the Vice President and marketing director of The Norris Group which specializes in real estate investor education, hard money lending, and real estate investments. He is co-producer and host of The Cocktail Party Statement Podcast with two fellow MBAs from UCI which make up the consulting group Palisoul, Norris + Conroy. He serves on the Magnolia Riverside Chamber of Commerce Board, the PRSA-IE Chapter Board (APR chairman), and also serves as advisory to the Riverside Arts Council.
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