摘要：Research The groundswell is an undoubted threat, but also a potential of companies. It is important for business entities with a global scope to monitor potential customers and consumers when behaving in a digital environment, because there is a possibility of creating a so-called groundswell, which can have global adverse effects on the company's sales and reputation. Only if we continuously monitor and evaluate all aspects, including the activity of the groundswell, can we predict and intervene at the right time.Purpose of the article: The aim of the paper is to map the possibilities of data collection, analysis, and visualization, which were created in the digital media environment using the groundswell. The partial goals are in the study of theoretical background and analysis of the possibilities of data collection, research, and evaluation.
