Yesterday I came across a couple of things that I enjoyed and wanted to share.
They have a bit in common too.
The first was from a TED talk about a year ago given by marketing guru and uber-blogger (and author) Seth Godin on “Why Brands need Tribes“.
The concept (and film below) is an interesting one.
One thing Seth talks about is “commitment” those who really engage with and are passionate about a brand rather than the mass-market …. and that has an interest parallel with an article by Malcolm Gladwell which follows.
Malcolm, of Blink and The Tipping Point fame (among others) wrote an article in the latest edition of the New Yorker entitled “Small Change: Why The Revolution won’t be Tweeted“.
The article also talks about genuine commitment and while social media has a role to play in activism, its often a low-level role.
Read the article, it makes alot of sense.
Its not critisizing Social media, but putting it in perspective. Being a “fan” of a cause for example is very different than being genuinely commited to it … examples he gave were of causes with thousands of fans but how they averaged about 25 cents (10 baht) in their donation level!
Using old media, it reminded me of “petitions”. In the old days, when people used to write and the more nerdy of us actually carried two pens/biros around with us, we were often asked to sign “petitions” showing our support for a movement or against it, 1000s of signatures would be collected as a sign of the peoples will and these then passed on to the powers that be to encourage change. A lot of social media today is very similar, it doesn’t take a lot of commitment to tick the “like box” or forward a tweet.
Anyway, I’m a fan. Of social media. And pens. And Malcolm Gladwell.
Addendum: Thanks to Marie for comments and link to rebuttal in The Economist you can read here and also follow-up with article from The Guardianhere.
Its good to see this level of debate; has left me feeling rather like rather like Topol in Fiddler on the Roof, “One the one hand, on the other hand, but on the third hand ….”
Tabio, the Japanese sock brand has entered the UK market and despite limited awareness and distribution, produced this beautiful webfilm, by Projector the digital company behind much of Uniqlo’s awad winning work.
At over 6 mins long you might not want to watch it all, but its a beautiful film and once again knocks another nail in the 30s TVCM coffin.