So let’s talk a little bit about a book and some things we
learn from it.
The Tipping Point – Malcolm Gladwell
In this book, in a way Gladwell talks about fantastic
concepts that if you understand them you can easily start to apply them to your
social media sites. These are some of
the main concepts.
·
How Little Things Can Make a Big Difference
o
The Law of the Few
·
Connectors, Mavens, Salesmen
o
The Stickiness Factor
·
Ex: Sesame Street and Blue’s Clues
o
The Power of Content
·
Behavior is a function of social context
Ok, now let’s start to dissect them.
The overall theme of the book is really about how little
things make a big difference.
o
The Law of the Few
·
Connectors, Mavens, Salesmen
So the law of the few, it takes just a few people to connect
us to thousands. There are three types
of people that are helpful in spreading a message. Connectors are people who introduce us to
each other. In person they know tons of
people and are always excited to share their friends or they are excited to
tell you about a great organization they work for or think you should
know. Online they suggest you like
pages, help you meet new people, introduce you to new people – same as in
person. Mavens work the crowd. They quickly make friends and know how to
further those connections. Salesmen
sell. They appreciate the connections
the connectors introduced them to, they watched the Mavens worked the crowd and
paid attention to who the crowd was, they then are ready to tell everyone about
the new best things they have found or their organization and make you want to
love them. So in social media speak,
when you post things on your page and embrace the New Rules of Marketing and PR
these are the people that are about to help you spread your message and tell
the world about your organization.
Ahha…. The power of letting your message be viral……
o
The Stickiness Factor
·
Ex: Sesame Street and Blue’s Clues
Have you watched these shows? If yes, you realize that Blue’s Clues repeats
the same episode everyday Monday thru Friday ON PURPOSE. It’s an educational thing. The kids it is aimed at are young and
learning. By day 3 they are starting to
know the answers to the mystery. By day
5 they are answering questions as they are asked. The message is sticking. Educationally kids learn faster from Blue’s
Clues than Sesame Street because of the repetition. Sesame Street repeats parts of the same show
throughout a week and varies the order.
So you need to repeat a message over and over to get your listeners to
start repeating it for you. In print
they say people need to see things at least 10 times before they remember
them. Did you know on Facebook when you
post only about 20% of your audience sees the first post of the day? Then only 10% see the second post? (FB does this on purpose because of the
massive amount of traffic they have.) So
there is nothing wrong with saying the exact same thing multiple times in
different days or saying the same things in different ways. You need to educate those who you want to be
your audience.
o
The Power of Content
·
Behavior is a function of social context
So when 20 people hit the like button for a post you are
cool. Yup, it’s that simple. People follow a crowd. Plus when those 20 people hit the like button
it shows up in the stream of their friends and then they know you are cool too.
So for more tips on the human behavior, start reading the
Tipping Point and start thinking about social media at the same time.
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