The groundswell is not just for consumers 

First of all, I would like to say a couple words about really desk book for them, who dealing with marketing business. It is great textbook titled “Groundswell: Wining in a World Transformed by Social Technologies”, and narrates about various practical insights into how and why people participate in social technologies and how traditional companies can leverage this undeniable phenomenon.

Let us try to understand why Groundswell recommends using Forrester’s Social Technographics as a foundation for social computing strategy?

The first thing that needs to be said is social technographics segment users into seven categories like creators, critics, spectators. This is certainly a useful way to understand what underlying user behavior and interaction is needed to create and sustain vibrant communities. 

However, the relevance of differences in technographics across regular demographics maybe a bit overstated. Such differences tend to be small and are likely to fade as social tools are embraced across all demographics.

  "...business people are people too.There is no such thing as a social network for a business commenting on a blog.Business don't interact. People do." (p. 70)

In the book described a good instance of groundswell thinking is for business-to business companies. This is about successful applications aimed at franchisees of McDonald's restaurants.

A McDonald's restaurant in Tokyo. Photographer: Kiyoshi Ota 

Here is the Point of Sale distribution at the McDonald's. Each unit is paying customer calculated their time from the beginning of giving their order to the time when they received their receipt.

Here is the same data, but the iPhone App calculated the IMR Control Chart, showing Upper Control Limit and Lower Control Limit. I am not sure how useful this is for operation, but it is very cool that the iPhone App conveniently does this.

And below is the graph of the data and the cycles that was abe to measure:

http://www.shmula.com/mcdonalds-franchise-queueing-study/10209/

A future where customers could order Big Macs on a smartphone, it is very interesting, right? Almost later that vision remains far off, even though fast-food apps have become commonplace in majority of the industry.
An app will not cure all that ails McDonald's, but without one, Chief Executive Officer - Steve Easterbrook will struggle to reignite growth and attract younger diners who live online.
It is truth that, in business-to-business settings, picking an objective first is still the best practice.