Reading Notes: Week Two- Groundswell Chapters 1-3

1. What is the Groundwell?

  • “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”

2. The groundswell comes from three different sources combined:

  • People
  • Technology
  • Online Economics

3.People possess “emotional motivation” to enter the groundswell:

  • keeping up friendships
  • making new friends
  • giving into social pressure
  • altruism
  • fascination of humans
  • creative impulse
  • validation impulse
  • connect with people who share the same interests

This comes from Groundswell, by Charlene Li and Josh Bernoff


January 30, 2010. Reading Notes, Social Media Monitoring.

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