Chapter 12 of Groundswell changes up the perspective, and moves away from the external groundswell and focuses instead on the groundswell inside your own company. I haven’t (yet) worked for an accounting-focused firm, but I have been involved in organizations that have attempted to use this internal groundswell idea. They have set up internal intranet sites for us to visit every morning and check up on what has happened since we were last in the office, and there is a section for every department to post information about their inner workings and projects they are focusing on currently. As well there is a general social listings area where anyone in the organization can post that they are selling bookcases, looking for a good recreation league to join, running a fund-raising campaign for their child’s school field trip or extra-curricular activities. It is a great start for that organization, but it doesn’t really allow for employees to share their own individual views, as all content has to be forwarded to the Communications department and then edited for clarity and focus.