If you build it, they will post

This week's readings made me really think about how interesting online involvement can be. There is no physical presence, no visible organization, but behind the screens and keyboards is a world of people all desiring to share and link information about things and to one another. The groundswell is a powerful force that just needs a structure to fill. If you build it, they will post.

In our book's example of Mass General Hospital's communication system in place, we see a need in the community. Those who are at the hospital were in need of this manner of communication. Someone realized this, a structure was implemented, and the groundswell took over. CarePages obviously filled a need in that community.

This taps into the power of Web 2.0. Everyone wants to share and disseminate information about themselves, things they like, or anything else. In specialized cased like that of MGH, patients and families needed a space to communicate and share information.

Groundswell explains that when you enable a group to use something they need, they will. The social nature of the web and CarePages shows the innate desire to connect; patients needed a different venue.

The same can be said other internet phenomenons. When chat rooms were being used by internet users, they used them to fill whatever needs they had - be it a desire to meet strangers or get IT help. Forums have also served this purpose, as well as filled the desire for individuals to group together and discuss a central topic. Fans of bands, television shows, activities, or sports teams can now access an online community for information or discussion.

As the book tells us, this online tool and community atmosphere is not only beneficial to the users; it is also gives the company or organization behind the tool a better understanding of what their target audience desires. This will also give you better insight into expanding and planning your company and product, or using the groundswell. It is a mutually beneficial situation. As we've discussed in class, it is all about working for the customer while making the customers work for you. Customers want to feel empowered, have choice, and feel like they are getting the most out of their experience. If your company is interacting with them in a useful manner, customers will feel validated and important and want to stay with what they are using. They will feel like they are a part of the organization. The groundswell is a powerful force, but it's not a one-way street. But to get to this point, you must know what the groundswell needs.

I thought LinkedIn's use of mapping was very interesting and shows how the growth of a social network can really take off, if the desire is there.