Techniques for talking with the groundswell

There are lots of ways to talk with the groundswell. But for simplicity, we've narrowed them down to the ones that are the most common and most effective. Here are the four that we will explore in more detail:

• Post a viral video. Put a video online, and let people share it. 
• Engage in social networks and user-generated content sites. Creating a personality within social networking sites like MySpace is one of the simplest ways to extend your brand reach.
• Join the blogosphere. Empower your executives or staff to write blogs. Integral to this strategy is listening to and responding to other blogs in the blogosphere - and that's one way talking with blogs is different from issuing press releases.
• Create a community. Communities are a powerful way to engage with your customers and deliver value to them