100-150

How many pages are in this damn book?  Anyway, this section is about energizing the groundswell.  There are a few ways to do this these are: create a rating and review system to get the customer enthused, create a forum for people to discuss your company and its products, and participate in online communities of your brand enthusiasts.  The first one, about the ratings system works best for retail companies where they deal directly with the customers.  The second and third methods work the best for a company whose customers are very enthusiastic about the brand.  For example, Lego found that a bunch of adult fans of Legos had made a site called www.lugnet.com  (Lego Users Group Network) where they all connected and discussed Legos.  In response to this, Lego started what they called Lego Ambassadors so that they would know what is going on in the world of their extreme Lego users.  Some tips that they give to a company who may or may not want to energize the groundswell are:

1. figure out if you want to do so

2. check the social technographics profile of your customers

3. ask yourself, "what is my customer's problem?"

4. pick a strategy that fits your customers and their behaviors the best

5. stick with it.