Groundswell
 The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. Businesses should listen to their customers to understand what the market is looking for in their products. In order to do this, a company needs to find out if their customers are using social technologies and how they are using them. Instead of advertising to customers, marketing departments should find creative ways to connect with users about their experience with a product and their feelings about the brand. One common method is participation in social networks. Enthusiastic customers are part of the groundswell, and companies can recognize and appreciate these customers by creating online communities and social platforms where they can connect with the brand and provide reviews. Businesses can harness the support of their own employees by creating internal social applications for them to connect with the brand, also known as enterprise social software.