Groundswell- Winning in the world transformed by social Technology

Today’s information world is leaded by internet, and it has become more and more popular because of the power of connectivity and communication it contains. Internet was invented in the year 1973, and since then, it has developed itself at a tempest rate. Its development and the technology transformation have a large impact on every aspect of life (business, economy, science, education, social life, health care etc.).  It goes in parallel with technology transformation and it expands itself through the social, economical and political activities of people all over the world, and the impact that it has grows exponentially. In this new world created through internet and technology transformation, there exist no borders or geographical separation.  So every distant place, experience or resource of information becomes “reachable” and “touchable".

Social technology, as a new application, is and will continue to create systemic change for any and all businesses. It is a new system of communications that connects people, customers, suppliers, employees and entire markets. It does not call for advantages and disadvantages elements ( as adv and disadv. depends on the strategy that you make use of it),  can have a lot of advantages when managed and used properly, as the customers are becoming everyday more and more reachable through it. Customers are at the heart of every business with social technologies having wide ranging benefits on loyalty, average spend, frequency of spend, referrals and overall customer satisfaction. In addition social technologies deliver deep insight into customer demand. In social networks, people stay in touch with information and recent offers and at the same time companies stay in touch with the customers (market). 

I will explain by taking as an example booking networks. There are a lot of GDS systems that offer the possibility of e-commerce and more specific online booking. There are worldwide online system that is used to book hotel rooms, flights etc. In this site people can read reviews of  the hotel guests, and through their reviews create an impression of this hotel and its service. We can always find there two categories of witting: The one that enjoyed staying there and will choose it again and the one that had complains for their specific reasons (that may be also comments written by the competitors). But this page and the guest reviews are important because when they form a majority (for both mentioned experiences ), the people who visit this site can have an objective view of the hotel and its service. while complains help the hotel check and improve itself. It help the hotel industry to grow itself through satisfied customers or vice versa. The only advantage that is at the same time an advantage of the social technology for companies (that helps a company win but at the same time loose)  is the openness of the market (makes reach people worldwide) and a lot of competitors in this opened market (makes loose its customer).

Thank you,