The last three chapters of Groundswell: Winning in a World Transformed by Social Technologies looked at how the groundswell can transform. Spicificly on how the consumers can drive the market including the demand for a product and the companies image. Since the use of more non-traditional forms of communicating are being used, the companies need to be both aware and engaged to what is being said about them on the World Wide Web. This is the key to the groundswell.
Remember while many people will have positive comments to make, others won’t and knowing about these comments and responding to them are very important within the groundswell. By monitoring social networks, such as twitter or facebook, for what is said and simply listening to what the consumers are saying, companies will be better equiped for todays market. Thus, they will be able to better reach their consumers.