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Read article that talk about your school payment and see what people are saying. Blog search engines like Google Blog Search and Technocratic can help you determine which blogs have the most influence. Search YouTube, Daily motion, Meta Cafe, and other video sites for what the groundswell is saying about you, or use a cross-site video search engine like Yahoo! Video. If you want to get serious about monitoring, work with services online fee rameesh, like TNS Cymfony and Nielsen Buzz Metrics that monitor blogs, videos, and online discussion groups for mentions of your company and your competitors and gauge general sentiment.

Next steps: start commenting on those blogs or videos, or prepare to create your own. Sun Microsystems and Microsoft encourage employees to blog within guidelines intended to prevent problems like unauthorized financial or material disclosures. Blogs are a valuable tool, not just for communicating to the world, but for getting feedback, as we described at the end of chapter 1 in the discussion about GM.

We (the authors) share a blog—you can read it at www.groundswell.forrester.com. We used our blog to test out ideas for this book, to get suggestions and examples from the outside, and once the book was done, to promote it. Podcasting has yet to really catch on. Even so, companies like IBM and Purina are experimenting with podcasts for their customers. For some brands, uploaded content can create a bigger impact than a commercial and do it far more cheaply. For example, Ray-Ban got nearly 3 million people to watch its video "Guy catches glasses with face," in which Wayfarer sunglasses are thrown and caught on a man’s face in increasingly unlikely settings.

These tactics make the most sense as part of a corporate strategy of listening to the groundswell, as we’ll describe, and talking with the groundswell, as we’ll describe People Connecting: Social Networks And Virtual Worlds If you want to see the seething, connected variety of the groundswell, join a social networking site (SNS) like MySpace or Facebook, which have tens of millions of members already. There’s a social network for every audience: LinkedIn targets working professionals, Piczo is popular with young girls, Brazilians join Google’s orkut, while hi5 and Bebo dominate in Europe.

Members of these sites maintain profiles, connect with each other, and interact. In addition to updating profiles, one major activity on social networking sites is "friending," a mechanism by which people acknowledge relationships with and keep up with their friends or acquaintances. Led by Facebook, social networking sites and payment site online fee payment niet are also becoming a platform for mini-applications.

This expands the scope of what friends can do with each other, from managing event invitations to playing Scrabble. For those who want to go beyond a simple profile, the groundswell provides virtual worlds. Second Life is a popular 3-D simulated environment with more than 10 million members. Cyworld hosts a similar environment in Asia and is expanding into North America. Other worlds, like Wee World, are two-dimensional. Either way, participants can express themselves by how they look and what they wear; a fifty-year-old fat and balding technical writer can be a muscular stud in a black turtleneck or a buxom Barbie if he wants.

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