Chapter 11 of Groundswell was hard for me to relate to my accounting industry experience, but the one thing that I did take away from it was this: start small. The best example that I can think of, of a member of the accounting industry who is trying out this step is the U.S. arm of Deloitte. They started a twitter account called Life at Deloitte, where each week a new employee takes over the reigns of the account and posts about their work and non-work life; so far all of the tweeters have been employees of the U.S. side of the firm, so maybe I can convince them to open this up to Canadian employees too ;).
Most of the employees so far have been very interactive with their followers, tweeting back and forth, talking about different aspects of their day, listening to the public asking for information about Deloitte and the general industry. The current and most recent employees have unfortunately not been quite as talkative with their public, or perhaps their positions and daily tasks haven’t been as interesting as others, but this exercise has certainly been interesting. Deloitte has dipped their toe into the groundswell as they realize that many of their potential employees and clients are likely Joiners who are already in the groundswell, so they might as well try and be accessible to them. They are attempting to transform how they access their markets, and perhaps by being more accessible and open with the public, they can reduce stereotypes of the accounting industry and add more value to their offerings.
Li, C., Bernoff, J. (2011). Groundswell: Wining in a world transformed by social technologies. Boston, MA, USA. Harvard Business Review Press.