Today's consumers are increasingly getting information from one another rather than from the original source. This new communication landscape is referred to as groundswell.
Charlene Li and Josh Bernoff are the authors of the book Groundswell : Winning in a World Transformed by Social Technologies. According to the authors, the groundswell is "...a societal movement in which people use technologies to obtain the goods and services they require from one another rather than from conventional institutions."
In any case, clients discuss about various products on social media sites; they make debate on the advertisements and upload them on various social media sites, and they also tweet about the customer services which then lead to more discussion. This is how a groundswell operates.
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