The document discusses the concept of "groundswell" which refers to people using social technologies to get things from each other rather than traditional institutions. It then provides examples of groundswell in China including instances where online communities fact-checked the government, publicly shamed individuals, and demanded more transparency. The document notes that while Chinese netizens have acted as a "fifth power" for oversight, their power is unbalanced against the government. It suggests companies understand their customers' social-technological profiles to thrive in groundswell environments.