Talking with the Groundswell

ERNST AND YOUNG is a prime example of how to talk to the groundswell. They are a company that has to hire around 3500 college students every year. They have created a facebook page that encourgaes one on one talking with the candidates. They have an information page in which they distribute knowledge in the form of video, information, and other advertising.

Here they have created the knowledge and distributed it well, getting it out to their target audience.

HP has their executives blogging. They have them answering questions to their customers and they are creating, sharing and applying knowledge.

Proctor and Gamble created and distributed knowlege in a very different way. Instead of "yelling" at their customers and only advertising about their product they created a forum and a site that allowed people to talk about many topics, occasinaloy throwing in promotions for their products. It's like hiding what you want to advertise behind what people really want to talk about. Very smart!